Social Media Boot Camp at AED @EricSchwartzman Day Two – Nov. 10, 2010
Social Media Training at AED: Day 2
May 17, 2015
Social Media Training at AED by Eric Schwartzman. This is Day 2 of a 2-Day Seminar delivered on Nov. 10, 2010 in Wqshington, D.C. Feel free to use this deck but please credit www.ericschwartzman.com
Welcome message from author
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Transcript
Social Media Boot Camp at AED
EricSchwartzman
Day Two ndash Nov 10 2010
2
Search Engine Optimization
3
Page Rank is the New PR
4
State of Search and the Net
3 billion ndash Daily Google searches processed
16 billion ndash Worldwide online population
230 million ndash American with Net access
93 -- Americans with high-speed access
228 million ndash Americans with mobile phones
Source Googled by Ken Auletta
5
Keywords For Immediate Discovery
Transparency expectations
Patience thresholds
Listen
Anticipate
Respond
Photo by Juandazeng
6
Secret Formula
7
Objective of SEO
Leverage Content to Generate
Transactions
8
Optimization vs Marketing
SEM
SEO
9
This is not SEO
10
This is SEO
11
First Rule of Search Engine Optimization
12
Get Other Sites to Links to You
13
Case Study Organic Blog Optimization
14
Case Study Inbound Links
15
Case Study Tracking Inbounds
16
Case Study Search Results
17
Case Fewer Inbounds Higher Rank
18
Case Study Evaluating Inbounds
19
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
20
Brief and Concise
21
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Search Engine Optimization
3
Page Rank is the New PR
4
State of Search and the Net
3 billion ndash Daily Google searches processed
16 billion ndash Worldwide online population
230 million ndash American with Net access
93 -- Americans with high-speed access
228 million ndash Americans with mobile phones
Source Googled by Ken Auletta
5
Keywords For Immediate Discovery
Transparency expectations
Patience thresholds
Listen
Anticipate
Respond
Photo by Juandazeng
6
Secret Formula
7
Objective of SEO
Leverage Content to Generate
Transactions
8
Optimization vs Marketing
SEM
SEO
9
This is not SEO
10
This is SEO
11
First Rule of Search Engine Optimization
12
Get Other Sites to Links to You
13
Case Study Organic Blog Optimization
14
Case Study Inbound Links
15
Case Study Tracking Inbounds
16
Case Study Search Results
17
Case Fewer Inbounds Higher Rank
18
Case Study Evaluating Inbounds
19
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
20
Brief and Concise
21
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Page Rank is the New PR
4
State of Search and the Net
3 billion ndash Daily Google searches processed
16 billion ndash Worldwide online population
230 million ndash American with Net access
93 -- Americans with high-speed access
228 million ndash Americans with mobile phones
Source Googled by Ken Auletta
5
Keywords For Immediate Discovery
Transparency expectations
Patience thresholds
Listen
Anticipate
Respond
Photo by Juandazeng
6
Secret Formula
7
Objective of SEO
Leverage Content to Generate
Transactions
8
Optimization vs Marketing
SEM
SEO
9
This is not SEO
10
This is SEO
11
First Rule of Search Engine Optimization
12
Get Other Sites to Links to You
13
Case Study Organic Blog Optimization
14
Case Study Inbound Links
15
Case Study Tracking Inbounds
16
Case Study Search Results
17
Case Fewer Inbounds Higher Rank
18
Case Study Evaluating Inbounds
19
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
20
Brief and Concise
21
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
State of Search and the Net
3 billion ndash Daily Google searches processed
16 billion ndash Worldwide online population
230 million ndash American with Net access
93 -- Americans with high-speed access
228 million ndash Americans with mobile phones
Source Googled by Ken Auletta
5
Keywords For Immediate Discovery
Transparency expectations
Patience thresholds
Listen
Anticipate
Respond
Photo by Juandazeng
6
Secret Formula
7
Objective of SEO
Leverage Content to Generate
Transactions
8
Optimization vs Marketing
SEM
SEO
9
This is not SEO
10
This is SEO
11
First Rule of Search Engine Optimization
12
Get Other Sites to Links to You
13
Case Study Organic Blog Optimization
14
Case Study Inbound Links
15
Case Study Tracking Inbounds
16
Case Study Search Results
17
Case Fewer Inbounds Higher Rank
18
Case Study Evaluating Inbounds
19
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
20
Brief and Concise
21
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Keywords For Immediate Discovery
Transparency expectations
Patience thresholds
Listen
Anticipate
Respond
Photo by Juandazeng
6
Secret Formula
7
Objective of SEO
Leverage Content to Generate
Transactions
8
Optimization vs Marketing
SEM
SEO
9
This is not SEO
10
This is SEO
11
First Rule of Search Engine Optimization
12
Get Other Sites to Links to You
13
Case Study Organic Blog Optimization
14
Case Study Inbound Links
15
Case Study Tracking Inbounds
16
Case Study Search Results
17
Case Fewer Inbounds Higher Rank
18
Case Study Evaluating Inbounds
19
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
20
Brief and Concise
21
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Secret Formula
7
Objective of SEO
Leverage Content to Generate
Transactions
8
Optimization vs Marketing
SEM
SEO
9
This is not SEO
10
This is SEO
11
First Rule of Search Engine Optimization
12
Get Other Sites to Links to You
13
Case Study Organic Blog Optimization
14
Case Study Inbound Links
15
Case Study Tracking Inbounds
16
Case Study Search Results
17
Case Fewer Inbounds Higher Rank
18
Case Study Evaluating Inbounds
19
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
20
Brief and Concise
21
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Objective of SEO
Leverage Content to Generate
Transactions
8
Optimization vs Marketing
SEM
SEO
9
This is not SEO
10
This is SEO
11
First Rule of Search Engine Optimization
12
Get Other Sites to Links to You
13
Case Study Organic Blog Optimization
14
Case Study Inbound Links
15
Case Study Tracking Inbounds
16
Case Study Search Results
17
Case Fewer Inbounds Higher Rank
18
Case Study Evaluating Inbounds
19
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
20
Brief and Concise
21
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Optimization vs Marketing
SEM
SEO
9
This is not SEO
10
This is SEO
11
First Rule of Search Engine Optimization
12
Get Other Sites to Links to You
13
Case Study Organic Blog Optimization
14
Case Study Inbound Links
15
Case Study Tracking Inbounds
16
Case Study Search Results
17
Case Fewer Inbounds Higher Rank
18
Case Study Evaluating Inbounds
19
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
20
Brief and Concise
21
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
This is not SEO
10
This is SEO
11
First Rule of Search Engine Optimization
12
Get Other Sites to Links to You
13
Case Study Organic Blog Optimization
14
Case Study Inbound Links
15
Case Study Tracking Inbounds
16
Case Study Search Results
17
Case Fewer Inbounds Higher Rank
18
Case Study Evaluating Inbounds
19
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
20
Brief and Concise
21
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
This is SEO
11
First Rule of Search Engine Optimization
12
Get Other Sites to Links to You
13
Case Study Organic Blog Optimization
14
Case Study Inbound Links
15
Case Study Tracking Inbounds
16
Case Study Search Results
17
Case Fewer Inbounds Higher Rank
18
Case Study Evaluating Inbounds
19
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
20
Brief and Concise
21
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
First Rule of Search Engine Optimization
12
Get Other Sites to Links to You
13
Case Study Organic Blog Optimization
14
Case Study Inbound Links
15
Case Study Tracking Inbounds
16
Case Study Search Results
17
Case Fewer Inbounds Higher Rank
18
Case Study Evaluating Inbounds
19
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
20
Brief and Concise
21
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Get Other Sites to Links to You
13
Case Study Organic Blog Optimization
14
Case Study Inbound Links
15
Case Study Tracking Inbounds
16
Case Study Search Results
17
Case Fewer Inbounds Higher Rank
18
Case Study Evaluating Inbounds
19
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
20
Brief and Concise
21
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Case Study Organic Blog Optimization
14
Case Study Inbound Links
15
Case Study Tracking Inbounds
16
Case Study Search Results
17
Case Fewer Inbounds Higher Rank
18
Case Study Evaluating Inbounds
19
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
20
Brief and Concise
21
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Case Study Inbound Links
15
Case Study Tracking Inbounds
16
Case Study Search Results
17
Case Fewer Inbounds Higher Rank
18
Case Study Evaluating Inbounds
19
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
20
Brief and Concise
21
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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 Tracking Inbounds
16
Case Study Search Results
17
Case Fewer Inbounds Higher Rank
18
Case Study Evaluating Inbounds
19
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
20
Brief and Concise
21
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Case Study Search Results
17
Case Fewer Inbounds Higher Rank
18
Case Study Evaluating Inbounds
19
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
20
Brief and Concise
21
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Case Fewer Inbounds Higher Rank
18
Case Study Evaluating Inbounds
19
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
20
Brief and Concise
21
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Case Study Evaluating Inbounds
19
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
20
Brief and Concise
21
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
20
Brief and Concise
21
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Brief and Concise
21
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
JPEGS amp Political Incorrectness
22
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Embracing Politically Unsafe Popular Language
Source Americagov
23
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Google Instant amp Google Predictions
24
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Who is More Influential
vs
25
Step 1 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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 Inbound Links
Source Yahoo Site Explorer
26
Step 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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 2 Traffic
27
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
28
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Break
29
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Social Media Engagement Strategies
Source Vincorsquos Blog
30
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
People Share Web Pages Most via Email
Source Social Twist 2010 Report
31
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
But Web Pages Shared via Social Networks are More Visited
Source Social Twist 2010 Report
32
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Most People Share via Facebook but Twitter Gets More Clicks
Source Social Twist 2010 Report
33
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Best Time to Share Facebook
Sept 20 2010 Vitrue Study [PDF]
34
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Altimeter Grouprsquos Recent Report
35
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Facebook Touchpoints
36
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Social Networks as ID Verification Services
37
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Facebook Privacy Settings
38
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Facebook Privacy Settings
Select ldquoCustomrdquo option to access the ldquoOnly Merdquo Setting
39
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Facebook Memorializing a Deceased Member
httpwwwfacebookcomhelpcontactphpshow_form=deceased
40
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Facebook Case Study Greenpeace Attacks Nestle
41
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Facebook Case Study Greenpeace Attacks Nestle
42
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Syndication Facebook Social Widgets
43
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Syndication Facebook ldquoLikerdquo Box
44
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Getting More FB ldquoLikesrdquo
45
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Syndication Twitter ldquoTweetrdquo Button
46
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Syndication Twitter ldquoFollowrdquo Button
47
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Syndication Twitter ldquoTweetrdquo Button
48
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Syndication Tweet Follow amp Like Widgets Installed
49
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Speed of Engagement IDF Flotilla Raid
View Count
50
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Speed of Engagment User Generated Commentary
View Count
51
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Speed of Engagement IDF Public Affairs Response
View Count
52
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Speed of Engagement White House Commentary
53
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
54
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Speed of Engagement Most Viewed Video
55
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Speed of Engagement Lessons Learned
bull Speed is relevancy
bull Entertainment trumps news and information
bull Linear content poses practical challenges
56
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Tools for Maneuvering Dealing with Linear Content
57
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Growth of Smartphone Apps
58
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Smartphones ndash Number of Apps Installed
59
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Social Networking on Smartphones
60
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Social Networking on Smartphones
25 million estimated users according to TechCrunch
61
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Social Networking on Smartphones
62
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Social Networking on Smartphones
63
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Social Networking on Smartphones
64
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
QR Codes Paper-Based Hyperlinks
65
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Lunch
66
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Online Audio and Video
podcast
webcastdownload
67
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
68
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
69
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Finding Podcasts through Show Notes
70
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
71
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Distributing Through iTunes
72
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Podcast in iTunes
73
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
RSS 20 Feed with Enclosures
74
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Who is Podcasting
Who is Podcasting Case Study
78
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter
Case Study LA Opera ndash B to C
79
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Shooting Video Flip
80
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Shooting Video HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
81
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
US Online Video Views
82
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Case Study IDF Flotilla Raid
View Count
83
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Case Study Consumer Generated News Coverage
View Count
84
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Case Study IDF Public Affairs Response
View Count
85
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
ldquoThe reality is you cannot operate in this environment passivelyrdquo said David Axelrod the presidentrsquos senior adviser ldquoIf you do the coverage and events will be shaped for you Things that may seem like trivial distinctions can become large problems in terms of communications unless yoursquore aggressive about engaging We didnrsquot create the environment We didnrsquot make the rules But we have to live with itrdquo
Case Study The Fall Out of 247 News Cycles
86
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
bull The public has a short attention span and is resistant to complex explanations however logical they may be so communicators must learn to drip their message into status updates
bull The IDF may have completed their military operation successfully but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State
bull The declassification process puts military forces at a distinct disadvantage
May 29 May 31 June 2 June 3 June 15
BBC (9765) Al Jazeera (810494) CBS (273) Young Turks (60674) IDF PA (10168)
Flotilla Choir (2366155)
NEWS PEAK COMMENTARY PEAK
Case Study IDF Flotilla Raid Insights
87
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Case Study IDF Flotilla Raid
88
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Tools for Maneuvering Dealing with Linear Content
89
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Understanding Web Stats Low Bounce Rate Traffic
90
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Understanding Web Stats Landing Pages
91
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Understanding Web Stats Open Source Analytics
92
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Understanding Web Stats Open Source Analytics
93
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Understanding Web Stats Open Source Analytics
94
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Understanding Web Stats Open Source Analytics
95
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Understanding Web Stats Open Source Analytics
96
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Understanding Web Stats Open Source Analytics
97
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with relevant content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
98
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Google Analytics Demo
99
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Understanding Web Stats Refresher Tutorial
100
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Facebook Measurement
101
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Facebook Measurement SiteCatalyst
102
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Facebook Goals
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
103
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Facebook Results
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
104
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Facebook Traffic
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
105
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Facebook Whatrsquos Most Engaging
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
106
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Facebook Reach a Younger Audience
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
107
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Facebook Create Timely Pages
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
108
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Facebook Insights
Source Facebook Presentation ldquoWorking Together to Build Social Newsrdquo
109
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Ranking Social Influence
110
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Ranking Social Influence
111
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Ranking Social Influence
112
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Ranking Social Influence
113
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Facebook Case Study Deepwater Horizon
Dealing with High-Levels of Feedback
114
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Deepwater Horizon Online Comms Briefing
115
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Social Networking Case Study SAP
About the SAP Community Network
116
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Value of Social Networks to Organizations
bull Promote peer-to-peer communications
bull Conduct edgework
bull Improve product performance
bull Educate customers partners and employees
bull Shorten sales cycles
bull Respond faster to change
bull Lower COGS
117
Social Networking Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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 Strategic Decisions
bull Edgework Activating Communities
Tap influencers
Internal vs External Influencers
Diversity
bull Policy Guidelines
Are your guidelines practical and reasonable
Is your policy tailored to sophistication of your potential community members
118
Social Networking Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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 Strategic Decisions (contrsquod)
bull Branded vs Unbranded
Addressable market and potential community size
Cost staffing legal and process
Working through associations or industry consortiums
bull Public vs Private Social Networks
Is the topic seen as a competitive differentiator
Anonymous socnets get more comment spam
Will the discussion be forward looking
Will the discussion involve regulatory matters
119
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
120
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
OnTheRecordPodcastcom
ontherecord
facebookcomontherecordonline
Link in iTunes
121
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
My Book
ORDER AT
Amazon Barnes amp Noble Borders
122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to 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
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzmancom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Twitter
facebookcomericschwartzman Facebook
linkedincominschwartzman Linkedin
youtubecomspinfluencer YouTube
slidesharenetericschwartzman slideshare
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons
Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
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