New Media and Social Media Workshop

Foreign Service Institute ndash Department of State

School of Professional and Area Studies

Public Diplomacy Division Director Matthew Lussenhop

Instructors Chris Degnan Matthew Lussenhop Eric Schwartzman

Course Number PY363

July 17 2009

Tsevis

2

Housekeeping

bull Breaks and Lunch

bull Cell Phones

bull Introductory Course

bull Technical Problems

bull Curriculum

bull Handouts are Digital

bull Twitter Hashtag smstate

bull Spam Email Account

bull Web Browsers

3

Search Volume

Based on the five major search engines including partner searches and cross-channel searches Searches for mapping local directory and user-generated video sites that are not on the core domain of the five search engines are not included in the core search numbers

May data does not include search activity at Microsoft Bing which was launched on June 1 Microsoft Bing will be included with June qSearch data

Source comScore

4

Secret Formula

5

Objective

Leverage Content to Generate

Transactions

6

Optimization vs Marketing

SEM

SEO

7

Acting Like a Publisher

Editorial and Advertising

Content

8

First Rule of Search Engine Optimization

9

Citation Indexing

10

Case Study Organic Blog Optimization

11

Case Study Inbound Links

12

Case Study Tracking Inbounds

13

Case Study Search Results

14

Case Fewer Inbounds Higher Rank

15

Case Study Evaluating Inbounds

16

Citation Indexing

SEOed Press

Release

SEOed Site Landing

Page

Blog Hit

News Hit

Online Newsroom

PR

PR

PR

PR

PR

Wiki

17

Three Steps to Measuring Blogger Influence

Source Mountain Runner Blog

18

Step 1 Community Mapping

Source Kartoo

19

Step 2 Inbound Links

Source Yahoo Site Explorer

20

Step 2 Site Rank

Source Technorati

21

Step 3 BlogPulse Conversation Tracker

Source Blogpulse Conversation Tracker

22

Additional Measurement Resources

23

Market Trends

Additional Measurement Resources

24

Brief and Concise

25

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

26

Keyword Discovery

27

Understanding Google Trends Demand

28

Understanding Google Trends Demand

29

Search Trends

Source Google Trends

30

Obama Effect

31

Examining Global Challenges by Region

32

Search Trends ndash Popular Language

Source Americagov

33

Additional Search Volume Resources

34

Keyword Discovery Related Searches

35

Keyword Discovery Wonder Wheel

36

Defining Global Challenges

37

Keyword Discovery External Keyword Tool

38

Quantity vs Quality

39

Intro to Meta Data

40

Finding Meta Data

41

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

42

Generic Title Tags

43

Meta Page Descriptions

1 Meta Description in Web Page HTML (View gt Source in a Browser)

2 Meta Page Description in Search Results

44

Why Meta Descriptions Matter

Source Eyetrack 3

45

Dynamic Meta Page Descriptions

46

Spying through Meta Keywords

47

Spying through Keywords Density Analysis

48

1 Check for Title Tags

49

2 Check for Meta Page Descriptions

50

3 Check for Dynamic Meta Content

51

4 Check for Summary Blurbs

52

5 Search Press Release Headlines

53

Search Friendly Newsroom HTML

54

PDFs and Search

55

Flash and Search

56

Social Bookmarking

57

Favorites use Title Tags

58

Social Bookmarking

59

Benefits of Sharing

1 Access favorites from anywhere2 Share your favorites publicly3 Use popular opinion to find info online

60

Live Demo Social Bookmarking

1 Create Delicious account2 Log in3 Post URL4 Save5 Search popular tags

61

Live Demo Social Search Monitoring

1 Query Delicious2 Add Resulting RSS Feeds to Google

Rearder

62

Live Demo Questions

1 Yahoo Answers2 Linkedin Questions3 Facebook Status4 Twitter

63

User Ratings

64

Social News Site Digg

65

Social Bookmarking Digg

66

Social Networking

Image by Luc Legay

67

Global Social Networking Penetration

68

Global Social Networking Penetration Growth

69

Corporate Social Networking Adoption

70

Global Social Networking Brand

71

Social Networking ndash Usage Trends

72

Social Networking US Communities by Popularity

bullFacebook 78bullMySpace 42bullLinkedin 17bullTwitter 10

Source httpwwwconsumerinternetbarometerus

73

Social Networking MySpace

Back End Front End

74

Social Networking Facebook

75

Social Networking Custom URLs

76

Social Networking Facebook Company Pages

77

Social Networking Facebook Company Pages

78

Social Networking Facebook Company Pages

79

Facebook by the Numbers

bull 12x growth since opening to nonstudents in Sept 2006

bull 20m minutes spent in March 2008bull 64b minutes spent prior yearbull Between 30m and 35m usersbull Microsoft paid $240m for 16 $15b valuebull $145m ad revenue in 2007bull MySpace had $510m in ad revenue in 2007bull $015 CPM vs $13 CPM at Yahoo

Fortune Magazine May 26 2008

80

Case Study HSBC

81

Social Networking Linked In

82

Social Networking Linked In Groups

83

Social Networking Niche Nets

84

Social Networking Niche Nets

85

Social Networking Niche Nets

86

Social Networking White Label Platforms

87

Social Networking White Label Platforms

88

Social Networking ExchangesConnect

89

Social Networking Aggregators

90

Social Networking Aggregators

91

Social Networking Mash-Ups

92

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

93

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

94

PSNH Case Study Process Detail

95

Organizational Communications

Online NewsroomTwitter YouTube amp Flickr

News Media ConstituentsCustomerService

New Media Case Study PCNH

96

Wikipedia

97

Wikipedia ndash From Marketing Sherpa

Getting Listed

ldquoStubrdquo articles

Propose articles for creation

Enlisting community member to create an article

98

Wikipedia ndash From Marketing Sherpa

Monitoring Your Listing

Appoint a Wikipedia ambassador

Participate in the community

Monitoring your existing Wikipedia pages (RSS)

99

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

100

Wikipedia ndash Other Issues

Terms and Conditions

Conflicts of Interest

Neutral Point of View Policy

ldquoPeacock Termsrdquo

101

Wikipedia Hall of Shame

102

Monsanto Edits Michael Moore

103

US DoJ Obfuscates Bush Criticism

104

Wisdom of the Chaperones

105

Chris Wilson On the RecordhellipOnline

106

Carry the Message

Online Communications Master ClassJune 26 2009 - BostonPRSA | Map

Online Communications Boot CampJune 24-25 2009 - BostonPRSA | Map

Social Media for JournalistsJune 19 2009 - NYCMedia Bistro | Map

Understanding New Communications TechnologiesJune 3 2009 - Las VegasThe Licensing Show | Map

Source Social Media Training Calendar

107

Help Yourself

108

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