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New Media PR Boot Camp ndash Day Two
Los Angeles Aug 27 2009
DAY TWO -- Instructor Eric Schwartzman
2
Media amp Democracy
3
Living Breathing Mediascape
111122 Facebook Supporters as of July 13 2009
4
Living Breathing Mediascape Flickr Photo Stream
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
5
Living Breathing Mediascape Twitter Stream
6
Reactions of the Blogosphere to Iranian Elections
7
Living Breathing Mediascape Radian6
8
Prediction Fourth Estatersquos Fortunes Have Waned
9
Prediction Living Mediascape
10
Prediction Electronic Paper
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
2
Media amp Democracy
3
Living Breathing Mediascape
111122 Facebook Supporters as of July 13 2009
4
Living Breathing Mediascape Flickr Photo Stream
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
5
Living Breathing Mediascape Twitter Stream
6
Reactions of the Blogosphere to Iranian Elections
7
Living Breathing Mediascape Radian6
8
Prediction Fourth Estatersquos Fortunes Have Waned
9
Prediction Living Mediascape
10
Prediction Electronic Paper
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
3
Living Breathing Mediascape
111122 Facebook Supporters as of July 13 2009
4
Living Breathing Mediascape Flickr Photo Stream
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
5
Living Breathing Mediascape Twitter Stream
6
Reactions of the Blogosphere to Iranian Elections
7
Living Breathing Mediascape Radian6
8
Prediction Fourth Estatersquos Fortunes Have Waned
9
Prediction Living Mediascape
10
Prediction Electronic Paper
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
4
Living Breathing Mediascape Flickr Photo Stream
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
5
Living Breathing Mediascape Twitter Stream
6
Reactions of the Blogosphere to Iranian Elections
7
Living Breathing Mediascape Radian6
8
Prediction Fourth Estatersquos Fortunes Have Waned
9
Prediction Living Mediascape
10
Prediction Electronic Paper
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
5
Living Breathing Mediascape Twitter Stream
6
Reactions of the Blogosphere to Iranian Elections
7
Living Breathing Mediascape Radian6
8
Prediction Fourth Estatersquos Fortunes Have Waned
9
Prediction Living Mediascape
10
Prediction Electronic Paper
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
6
Reactions of the Blogosphere to Iranian Elections
7
Living Breathing Mediascape Radian6
8
Prediction Fourth Estatersquos Fortunes Have Waned
9
Prediction Living Mediascape
10
Prediction Electronic Paper
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
7
Living Breathing Mediascape Radian6
8
Prediction Fourth Estatersquos Fortunes Have Waned
9
Prediction Living Mediascape
10
Prediction Electronic Paper
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
8
Prediction Fourth Estatersquos Fortunes Have Waned
9
Prediction Living Mediascape
10
Prediction Electronic Paper
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
9
Prediction Living Mediascape
10
Prediction Electronic Paper
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
10
Prediction Electronic Paper
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
20
Deconstructing the News Release
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
21
Search Engine Optimizing Blogs
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
22
Search Engine Optimization
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
23
Secret Formula
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
24
Objective
Leverage Content to Generate
Transactions
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
25
Optimization vs Marketing
SEM
SEO
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
26
Acting Like a Publisher
Editorial and Advertising
Content
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
27
First Rule of Search Engine Optimization
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
28
Citation Indexing
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
29
Case Study Organic Blog Optimization
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
30
Case Study Inbound Links
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
31
Case Study Tracking Inbounds
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
32
Case Study Search Results
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
33
Case Fewer Inbounds Higher Rank
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
34
Case Study Evaluating Inbounds
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
35
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
36
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
37
Step 1 Yahoo Site Explorer
Source Yahoo Site Explorer
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
38
Step 2 Technorati
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
45
Understanding Google Trends Demand
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
46
Search Trends
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
47
Popular Language
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
48
Trellian Free Global Service
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
49
Wordtracker Free Global Service
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
50
Keyword Discovery External Keyword Tool
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
51
Quantity vs Quality
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
52
Intro to Meta Data
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
53
Finding Meta Data
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
54
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
55
Generic Title Tags
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
56
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
57
Why Meta Descriptions Matter
Source Eyetrack 3
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
58
Dynamic Meta Page Descriptions
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
59
Spying through Meta Keywords
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
60
Spying through Keywords Density Analysis
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
61
1 Check for Title Tags
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
62
2 Check for Meta Page Descriptions
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
63
3 Check for Dynamic Meta Content
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
64
4 Check for Summary Blurbs
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
65
5 Search Press Release Headlines
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
66
Search Friendly Newsroom HTML
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
67
PDFs and Search
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
68
Flash and Search
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
69
Live Demo Site Meter
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
70
Live Demo FeedBurner
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
71
Live Demo Tagging Blog Posts
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
72
Live Demo Email Subscription Widget
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
73
Live Demo Custom Tag Cloud Widget
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
74
Live Demo Social Bookmarking Widget
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
75
Live Demo Blogging a YouTube Clip
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
76
Live Demo Livening Up Your Blog
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
77
Live Demo Livening Up Your Blog
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
78
Live Demo Livening Up Your Blog
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
79
Live Demo Livening Up Your Blog
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
80
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
81
Online Audio and Video
podcast
webcastdownload
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
82
Podcasts
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
83
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
84
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
85
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
86
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
87
Finding Podcasts through Show Notes
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
88
iTunes Podcatcher
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
89
Distributing Through iTunes
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
90
RSS 20 with Enclosures
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
91
Podcast in iTunes
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
92
Who is Podcasting
Who is Podcasting Case Study
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
93
Podcasts Employees as Evangelists
Case Study IBM
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
94
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
95
Case Study APM Music
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
96
Case Study APM Music
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
97
Case Study APM Music
Blues
13160992
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
98
Case Study APM Music
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
99
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
100
Case Study Starbucks
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
101
Case Study Starbucks
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
102
Podcast Production
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
103
Podcast Production
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
104
Podcast Production
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
105
Podcast Production
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
106
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
107
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
108
ID3 Tagging
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
109
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
110
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
111
Promoting Podcasts Signature Blocks
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
112
Promotion Podcasts Email Marketing
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
113
Promoting Podcasts PNRs
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
114
Promoting Podcasts SEOed Press Release
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
115
Promoting Podcasts Industry Awards
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
116
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
117
Online Video Size of Audience
In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
118
Online Video Audience by Brand
April 2008
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
119
Online Video Marie Digby
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
120
Online Video Marie Digby
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
121
Online Video Marie Digby
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
122
Blog Response Marie Digby
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
123
Blog Comments Marie Digby
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
124
Viral Video Case Study Chevy Tahoe
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
125
Viral Video Case Study Chevy Tahoe
bull 629000 visitors to the site by the time of the contest
bull 25 of all SUV sales out selling Ford by 2 to 1
bull 46 day sales cycles down from 120 days
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
126
Online Video Internal Communications
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
127
Online Video InternalExternal Communications
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
128
Video in Online News Rooms
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
129
Social Bookmarking
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
130
Favorites use Title Tags
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
131
Social Bookmarking
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
132
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
133
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
134
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
135
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
136
User Ratings
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
137
Social News Site Digg
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
138
Social Bookmarking Digg
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
139
Social Networking
Image by Luc Legay
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
140
Global Social Networking Penetration
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
141
Global Social Networking Penetration Growth
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
142
Corporate Social Networking Adoption
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
143
Global Social Networking Brand
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
144
Social Networking ndash Usage Trends
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
145
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
146
Social Networking MySpace
Back End Front End
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
147
Social Networking Facebook
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
148
Social Networking Custom URLs
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
149
Social Networking Facebook Company Pages
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
150
Social Networking Facebook Company Pages
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
151
Social Networking Facebook Company Pages
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
152
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
153
Case Study HSBC
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
154
Social Networking Linked In
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
155
Social Networking Linked In Groups
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
156
Social Networking Niche Nets
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
157
Social Networking Niche Nets
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
158
Social Networking Niche Nets
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
159
Social Networking White Label Platforms
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
160
Social Networking White Label Platforms
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
161
Social Networking White Label PRSA Tech Site
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
162
Social Networking Aggregators
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
163
Social Networking Aggregators
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
164
Social Networking Mash-Ups
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
165
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
166
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
167
PSNH Case Study Process Detail
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
168
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
169
Wikipedia
170
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
Wikipedia ndash From Marketing Sherpa
Getting Listed
ldquoStubrdquo articles
Propose articles for creation
Enlisting community member to create an article
171
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
Wikipedia ndash From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
172
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
Wikipedia ndash From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
173
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
174
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
Wikipedia Hall of Shame
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
175
Monsanto Edits Michael Moore
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
176
US DoJ Obfuscates Bush Criticism
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
177
Wisdom of the Chaperones
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
178
Chris Wilson On the RecordhellipOnline
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
179
Carry the Message
Online Communications Master Class
June 26 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3 2009 - Las Vegas
The Licensing Show | Map
Source Social Media Training Calendar
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
180
Help Yourself
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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
181
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
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