social media master class l.a. 2010
DESCRIPTION
Please visit www.socialmediabootcamp.com for upcoming session dates. [cc] Feel free to use and reuse but please give credit to www.ericschwartzman.com.TRANSCRIPT
Los Angeles August 20 2010
Eric Schwartzman
Social Media Master Class
2
Housekeeping
bull Breaks and Lunch
bull Guest Speaker Ron Ploof
bull Handouts are Digital
3
Agenda
bull SEO Exercise
bull Audio Video and Streaming Production
bull Guest Speaker Ron Ploof
bull Content Syndication Tools and Strategies
bull Mobile Social Networking
bull Podcast Release and Promotion
bull Strategic Recap
4
Search Engine Optimization
We use search for
5
Search Volume
6
Understanding Google Trends Demand
7
Search Trends
Source Google Trends
8
Obama Effect
9
Examining Global Challenges by Region
10
Search Trends ndash Popular Language
Source Americagov
11
Keyword Volume
12
Keyword Discovery
13
Keyword Discovery
14
Additional Search Volume Resources
15
Case Study Press Release SEO
16
SEOed Press Release
17
SEOed Press Release
18
SEOed Landing Page
19
Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog Tweet Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
20
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
2
Housekeeping
bull Breaks and Lunch
bull Guest Speaker Ron Ploof
bull Handouts are Digital
3
Agenda
bull SEO Exercise
bull Audio Video and Streaming Production
bull Guest Speaker Ron Ploof
bull Content Syndication Tools and Strategies
bull Mobile Social Networking
bull Podcast Release and Promotion
bull Strategic Recap
4
Search Engine Optimization
We use search for
5
Search Volume
6
Understanding Google Trends Demand
7
Search Trends
Source Google Trends
8
Obama Effect
9
Examining Global Challenges by Region
10
Search Trends ndash Popular Language
Source Americagov
11
Keyword Volume
12
Keyword Discovery
13
Keyword Discovery
14
Additional Search Volume Resources
15
Case Study Press Release SEO
16
SEOed Press Release
17
SEOed Press Release
18
SEOed Landing Page
19
Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog Tweet Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
20
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
3
Agenda
bull SEO Exercise
bull Audio Video and Streaming Production
bull Guest Speaker Ron Ploof
bull Content Syndication Tools and Strategies
bull Mobile Social Networking
bull Podcast Release and Promotion
bull Strategic Recap
4
Search Engine Optimization
We use search for
5
Search Volume
6
Understanding Google Trends Demand
7
Search Trends
Source Google Trends
8
Obama Effect
9
Examining Global Challenges by Region
10
Search Trends ndash Popular Language
Source Americagov
11
Keyword Volume
12
Keyword Discovery
13
Keyword Discovery
14
Additional Search Volume Resources
15
Case Study Press Release SEO
16
SEOed Press Release
17
SEOed Press Release
18
SEOed Landing Page
19
Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog Tweet Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
20
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
4
Search Engine Optimization
We use search for
5
Search Volume
6
Understanding Google Trends Demand
7
Search Trends
Source Google Trends
8
Obama Effect
9
Examining Global Challenges by Region
10
Search Trends ndash Popular Language
Source Americagov
11
Keyword Volume
12
Keyword Discovery
13
Keyword Discovery
14
Additional Search Volume Resources
15
Case Study Press Release SEO
16
SEOed Press Release
17
SEOed Press Release
18
SEOed Landing Page
19
Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog Tweet Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
20
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
5
Search Volume
6
Understanding Google Trends Demand
7
Search Trends
Source Google Trends
8
Obama Effect
9
Examining Global Challenges by Region
10
Search Trends ndash Popular Language
Source Americagov
11
Keyword Volume
12
Keyword Discovery
13
Keyword Discovery
14
Additional Search Volume Resources
15
Case Study Press Release SEO
16
SEOed Press Release
17
SEOed Press Release
18
SEOed Landing Page
19
Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog Tweet Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
20
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
6
Understanding Google Trends Demand
7
Search Trends
Source Google Trends
8
Obama Effect
9
Examining Global Challenges by Region
10
Search Trends ndash Popular Language
Source Americagov
11
Keyword Volume
12
Keyword Discovery
13
Keyword Discovery
14
Additional Search Volume Resources
15
Case Study Press Release SEO
16
SEOed Press Release
17
SEOed Press Release
18
SEOed Landing Page
19
Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog Tweet Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
20
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
7
Search Trends
Source Google Trends
8
Obama Effect
9
Examining Global Challenges by Region
10
Search Trends ndash Popular Language
Source Americagov
11
Keyword Volume
12
Keyword Discovery
13
Keyword Discovery
14
Additional Search Volume Resources
15
Case Study Press Release SEO
16
SEOed Press Release
17
SEOed Press Release
18
SEOed Landing Page
19
Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog Tweet Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
20
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
8
Obama Effect
9
Examining Global Challenges by Region
10
Search Trends ndash Popular Language
Source Americagov
11
Keyword Volume
12
Keyword Discovery
13
Keyword Discovery
14
Additional Search Volume Resources
15
Case Study Press Release SEO
16
SEOed Press Release
17
SEOed Press Release
18
SEOed Landing Page
19
Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog Tweet Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
20
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
9
Examining Global Challenges by Region
10
Search Trends ndash Popular Language
Source Americagov
11
Keyword Volume
12
Keyword Discovery
13
Keyword Discovery
14
Additional Search Volume Resources
15
Case Study Press Release SEO
16
SEOed Press Release
17
SEOed Press Release
18
SEOed Landing Page
19
Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog Tweet Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
20
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
10
Search Trends ndash Popular Language
Source Americagov
11
Keyword Volume
12
Keyword Discovery
13
Keyword Discovery
14
Additional Search Volume Resources
15
Case Study Press Release SEO
16
SEOed Press Release
17
SEOed Press Release
18
SEOed Landing Page
19
Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog Tweet Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
20
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
11
Keyword Volume
12
Keyword Discovery
13
Keyword Discovery
14
Additional Search Volume Resources
15
Case Study Press Release SEO
16
SEOed Press Release
17
SEOed Press Release
18
SEOed Landing Page
19
Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog Tweet Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
20
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
12
Keyword Discovery
13
Keyword Discovery
14
Additional Search Volume Resources
15
Case Study Press Release SEO
16
SEOed Press Release
17
SEOed Press Release
18
SEOed Landing Page
19
Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog Tweet Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
20
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
13
Keyword Discovery
14
Additional Search Volume Resources
15
Case Study Press Release SEO
16
SEOed Press Release
17
SEOed Press Release
18
SEOed Landing Page
19
Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog Tweet Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
20
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
14
Additional Search Volume Resources
15
Case Study Press Release SEO
16
SEOed Press Release
17
SEOed Press Release
18
SEOed Landing Page
19
Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog Tweet Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
20
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
15
Case Study Press Release SEO
16
SEOed Press Release
17
SEOed Press Release
18
SEOed Landing Page
19
Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog Tweet Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
20
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
16
SEOed Press Release
17
SEOed Press Release
18
SEOed Landing Page
19
Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog Tweet Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
20
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
17
SEOed Press Release
18
SEOed Landing Page
19
Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog Tweet Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
20
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
18
SEOed Landing Page
19
Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog Tweet Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
20
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
19
Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog Tweet Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
20
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
20
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
21
Step 1 Keyword Discovery Tools
1 Search Engines
2 Meta Keywords
3 Density Analyzer
4 Yahoo Site Explorer
5 Google Insights
6 Trellian
7 Google External Keywords Tool
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
22
Step 1 Review Meta Keywords of Top-Ranked Sites
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
23
Step 1 No Meta Data Analyze Density
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
24
Step 1 Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
25
Step 1 Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
26
Step 1 Number of Inbound Links
Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
27
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
28
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
29
Step 1 No Volume Try Keyword Discovery
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
30
Step 1 Prefer Clusters or Want More Ideas
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
31
Step 1 Prefer Clusters or Want More Ideas
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
32
Step 1 Select your Keywords
Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
33
Step 1 Strategic Keyword Selection
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
34
Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
35
Step 3 Anchor Link Keywords to Landing Page
The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines
lta href=httpwwwwikipediaorggtWikipedialtagt
Poor hyperlink usage
Today our president abstained from ratifying the North American Free Trade Agreement To know more click here
A better way of linking that keyword would be
Today our president abstained from ratifying the North American Free Trade Agreement
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
36
Step 3 Embed Tracking Links
Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
37
Step 3 Other Link Shorteners
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
38
Step 5 Target Your Release to a Landing Page
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
39
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
40
Step 4 Create Meta Data
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
41
Intro to Meta Data
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
42
Finding Meta Data
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
43
Generic Title Tags
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
45
Spying through Meta Keywords
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
46
Step 4 Where Title Tags Appear
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
47
Step 4 Where Meta Page Descriptions Appear
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
48
Step 4 Example of Release wo Title Tags
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
49
Step 4 Example of Release wo Meta Page Descriptions
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
50
Step 4 Example of Release wDynamic Meta Content
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
51
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
52
Step 5 Distribute the Release
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
53
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
54
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
55
Step 6 Blog the News
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
56
Step 7 Get Inbound Links
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
57
Step 8 Watch for Traffic Sources from Shortened URLs
1 Embed tracking codes in the links from the release to the landing page
2 Monitor the web analytics of the site the press release links to for referral traffic sources
3 Setup Google alerts to monitor when the release gets picked up
4 Monitor blog search engines like Google blog search
5 Monitor standard search engines for pickups and links
6 Track conversions from press release landing pages
Source Top Rank Marketing Blog
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
58
Press Release Search Engine Optimization
By SEO-PR
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
59
Issues for Public Companies
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
60
Websites as Newswires
On the RecordhellipOnline
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
61
Review Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
62
Monitoring YouTube
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
63
Podcast Production
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
64
Podcast Production
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
65
CVideo Flip
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
66
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
67
Video Editing Software ndash Windows Movie Maker
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
68
Video Editing Software Demo ndash iMovie
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
69
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
70
Live Streaming Video Demo
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
71
Lunch Break
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
72
Content Strategy Building Social Capital
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
73
Syndication friendfeed
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
74
Syndication friendfeed
User Names amp Passwords Go Here
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
75
Syndication friendfeed
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
76
Syndication friendfeed
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
77
Syndication friendfeed
Syndicate Activity to Twitter
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
78
Syndication friendfeed
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
80
Syndication friendfeed
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
81
Syndication Posterous
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
82
Syndication Posterous
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
83
Syndication Comments
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
84
Content Strategy Curate News via Google Reader
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
85
Content Strategy Editorialize via Google Reader
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
86
Syndication Facebook Social Widgets
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
87
Syndication Facebook ldquoLikerdquo Box
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
88
Syndication Twitter ldquoTweetrdquo Button
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
89
Syndication Twitter ldquoTweetrdquo Button
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
90
Syndication Twitter amp FB Widgets Installed
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
91
Syndication Linkedin Widgets
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
92
Content Strategy Building Social Capital
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
93
Content Curation Tool Google Reader
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
94
Content Curation Tool Gigadial
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
95
Content Strategy Flickr Pro
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
96
Content Strategy Flickr Sets
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
97
Content Strategy Flickr Galleries
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
98
Content Strategy Bookmarklet Widget
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
99
Content Strategy Make a Widget
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
100
Content Strategy Facebook Profile Pages
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
101
Content Strategy Facebook Fan Pages
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
102
Content Strategy Facebook Fan Pages
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
103
Mobile Social Networking
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
104
Mobile Social Networking
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
105
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
106
Mobile Social Networking
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
107
Mobile Social Networking
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
108
Moblogging
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
109
Mobile Social Networking
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
110
Syndication twitpic
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
111
Syndication Online Video Distribution
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
112
Syndication Online Video Distribution
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
113
Syndication Online Video Distribution
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
114
Growth of Smartphone Apps
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
115
Smartphones ndash Number of Apps Installed
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
116
Social Networking on Smartphones
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
117
Social Networking on Smartphones
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
118
Social Networking on Smartphones
httpwwwubertwittercom
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
119
Social Networking on Smartphones
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
120
Social Networking on Smartphones
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
121
Social Networking on Smartphones
25 million estimated users according to TechCrunch
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
123
Social Networking on Smartphones
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
124
Social Networking on Smartphones
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
125
Social Networking on Smartphones
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
126
Risks of Syndication
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
127
Understanding Web Stats Low Bounce Rate Traffic
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
128
Understanding Web Stats Landing Pages
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
129
Understanding Web Stats Open Source Analytics
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
130
Understanding Web Stats Open Source Analytics
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
131
Understanding Web Stats Open Source Analytics
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
132
Understanding Web Stats Open Source Analytics
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
133
Understanding Web Stats Open Source Analytics
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
134
Understanding Web Stats Open Source Analytics
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
135
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
136
Google Analytics Demo
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
137
Understanding Web Stats Refresher Tutorial
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
138
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
139
Data Visualization
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
140
Data Visualization
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
141
Data Visualization
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
142
Data Visualization
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
143
Data Visualization
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
144
Data Visualizations Since April 07 2008
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
145
Indy Star Data Visualizations
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
146
Data Visualization Practical Challenges
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
147
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
148
Data Visualization Resource
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
149
Data Visualization Resource
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
150
Data Visualization - Embed Codes
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
151
Data Visualization - Beach Report Card
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
152
Data Visualization Resource
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
153
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
154
Gov 20 ndash Government as a Platform
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
155
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
156
Case Study Iranian Electoral Protests
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
157
Case Study Iranian Electoral Protests
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
158
Case Study Iranian Electoral Protests
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
159
Case Study Iranian Electoral Protests
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
160
Protest Sites
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
161
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
162
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
163
Social Media Infrastructure
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
164
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
165
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
166
Web 20 Strategic Risks
1 CRM dependancies
2 Objectives before tools
3 Limitations of blog software
4 Conversion leaks
5 Investing time in technology
6 Unsupported technology
7 Interoperability
8 Workflow management
9 Storage
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
167
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
168
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
169
Which Platform is Right for Me
1 What are my objectives
2 Why am I trying to accomplish
3 Am I planning to communicate online indefinitely
4 Do I need to blog podcast SEO use RSS and send email
5 Am I doing this professionally or personally
6 Do I want ads or promotional material in context
7 Am I tech savvy enough to support myself
8 Can I rely on my IT resources to support me
9 Will my online communications live on my orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
170
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
171
Embeddable Activity Streams Google Wave
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
172
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
173
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30
174
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative
Commons Attribution-non commercial-share alike 30 license
httpcreativecommonsorglicensesby-nc-sa30