1. New Media PR Master Class
NYC
Instructor: Eric Schwartzman

2. Housekeeping
• Breaks and Lunch
• Guest Speaker
• Handouts are Digital
2

3. Agenda
• Press Release SEO
• Audio, Video and Streaming Production
• G
Guest S
t Speaker: Peter Himler
k P t Hi l
• Mobile Social Networking
• Podcast Release and Promotion
• Strategic Recap
3

4. Search Engine Optimization
4

5. Case Study: Press Release SEO
5

6. SEOed Press Release
6

7. SEOed Press Release
7

8. SEOed Landing Page
8

9. Citation Indexing
SEOed Site
Landing
SEOed Page
Press
Wiki
Release
News
Hit
Blog
Hit
Online
Newsroom
PR
PR
PR
PR
PR
9

10. Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog the News
9) Send pitches to relevant j
) p journalists and bloggers
gg
10) Monitor and analyze traffic on landing page
10

11. Step 1: Search a Potential Keyword
Search the keyword you think may be applicable and
examine the meta keywords of the top 5 results. 11

12. Step 1: Keyword Discovery Tools
1.
1 Search Engines
2. Meta Keywords
3. Density Analyzer
4. Yahoo Site Explorer
5. Google Trends
6. Trellian
7. Google External Keywords Tool
12

13. Step 1: Review Meta Keywords of Top-Ranked Sites
13

14. Step 1: No Meta Data? Analyze Density
14

15. Step 1: Broaden Your View with Adwords
If some of the keywords in the meta keywords field
seem relevant, repeat step one with those newer
keywords.
keywords And try running the top listed sites through
Google’s External Keyword tool. If new keywords
surface that seem relevant, repeat step one. 15

16. Step 1: Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when
you search your intended keywords using Yahoo! Site
Explorer. Look to see if they are drawing rank from
inbounds to their sites from high profile domains, or
from .edu or .gov domains. 16

17. Step 1: Number of Inbound Links
Also in Yahoo Site Explorer, evaluate whether or not
you think you can collect more inbounds for your press
release.
release Ask yourself “Is my press release more
yourself, Is
relevant than the websites currently coming up first
when I search my intended keywords?”
17

18. Step 1: Too Competitive? Add Modifiers.
• Company • Rates • City Name
• Services • Pricing • Surrounding Suburbs
• Professional • Deals • State (including
abbreviations NYC, IL,
• Best • Affordable FL, WA, etc.)
• Top • Offers • County Name
• Leading • Packages
• Internet • Quality
• Organization • Cheap
• Marketing
• Business
• Solution
• Online
l
18

19. Step 1: Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords
you’re experimenting with has the most search volume. Test like
terms against each other to which ones are most popular.
19

20. Step 1: No Volume? Try Keyword Discovery
20

21. Step 1: Prefer Clusters or Want More Ideas?
21

22. Step 1: Prefer Clusters or Want More Ideas?
22

23. Step 1: Select your Keywords
Narrow down your list to three keywords, picking one
high volume term, one medium volume term and one
low ol me
lo volume. If you’re choosing effecti e ke
o ’ e effective keywords, the
o ds
lower the search volume, the greater the likelihood of
conversions against those searches will be. 23

24. Step 1: Strategic Keyword Discovery
24

25. Step 2: Use the Keywords in the Release
Use your keywords in the copy of your press release. Use
them, if possible, in the headline, sub-headline and at least
sub headline
the first 250 words of the release, but strive for readability
over repetition. If it reads like you’re keyword stuffing,
you’ve overdone it. 25

26. Step 3: Anchor Link Keywords to Landing Page
The anchor text or link label is the visible, clickable text in a
hyperlink.
hyperlink The words contained in the Anchor text can determine the
ranking that page will receive by search engines.
<a href="http://www.wikipedia.org">Wikipedia</a>
Poor hyperlink usage:
Today our president abstained from ratifying the North American
Free T d Agreement. To know more, click h
F Trade A t T k li k here.
A better way of linking that keyword would be:
Today our president abstained from ratifying the North American
Free Trade Agreement.
26

27. Step 3: Link Shorteners
27

28. Step 3: Embed Tracking Links
Link at least one instance of each of your three keywords to
the web page your trying to search engine optimize. This will
h b i h i i i hi ill
a separate page from the actual press release itself, and
should also be optimized for the same keywords. It cannot be
duplicate content. It must be different, even if only slightly
so. Hyperlink the keywords and a trackable link shortening
service like www.bit.ly so you can see how many times they
keywords get clicked, and whether or not people were
referred t your target web page from your press release,
f d to t t b f l
which could wind getting picked and posted to other
websites. 28

29. Step 5: Target Your Release to a Landing Page
29

30. Step 4: Create Meta Data
30

31. Step 4: Where Title Tags Appear
31

32. Step 4: Where Meta Page Descriptions Appear
32

33. Step 4: Example of Release w/o Title Tags
33

34. Step 4: Example of Release w/o Meta Page Descriptions
34

35. Step 4: Example of Release w/Dynamic Meta Content
35

36. Step 4: Why Meta Page Descriptions Matter
Source: Eyetrack 3
k
36

37. Step 5: Distribute the Release
37

38. Step 5: Newswire Options
1. http://www.prweb.com
2. http://www.prleap.com
3. http://i-newswire.com
4. http://www.webwire.com
5. http://www.pressbox.co.uk
6. http://www.24-7pressrelease.com
7. http://www.clickpress.com
8. http://www.przoom.com
9. http://www.pr.com
10. http://www.marketwire.com
10 http://www marketwire com
11. http://www.prnewswire.com
12. http://www.businesswire.com
p
Source: Online Marketing Blog
38

39. Step 5: Free Newswires Options
Search Engine Friendly
The winners, backlinks with anchor-text:
http://www.free-news-release.com/
http://www.freepressreleases.co.uk/
p // p /
http://www.i-newswire.com/
http://www.prleap.com/
Losers, no backlinks if you don’t pay:
http://express-press-release.com
http://www.free press release.com
http://www.free-press-release.com
http://www.prfree.com/
Site Readability
y Ease of Use
Winners: Winners (direct submission):
http://www.click2newsites.com/
http://www.prweb.com/ http://www.free-news-release.com/
http://www.prleap.com/ http://www.i-newswire.com/
http://www.pressbox.co.uk/
Losers
http://www.free-news-release.com/ Losers:
http://www.free-press-release.com http://www.pr9.net/ <-requires different
account registration for different company press
http://www.prfree.com/
submission.
Source: Cheng Soon
39

40. Step 6: Blog the News
40

41. Step 7: Get Inbound Links
41

42. Step 8: Watch for Traffic Sources from Shortened URLs
1. Embed tracking codes in the links from the release to the
landing page.
l di
2. Monitor the web analytics of the site the press release links to
for referral traffic sources.
3. Setup Google alerts to monitor when the release gets picked
up.
4. Monitor blog search engines like Google blog search.
g g g g
5. Monitor standard search engines for pickups and links.
6. Track conversions from press release landing pages.
Source: Top Rank Marketing Blog
42

43. Issues for Public Companies
43

44. Websites as Newswires
On the Record…Online
44

45. Review: Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words, at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze i
M i d l incoming traffic to landing page
i ffi l di
45

46. Podcast Production
46

47. Podcast Production
47

48. Podcast Production
48

49. Audio Podcasting Production Demo
49

50. Shooting Video: Flip
50

51. Shooting Video: High-End – Canon XL H1S
51

52. Video Editing Software – Windows Movie Maker
52

53. Shooting Video: HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition Sennheiser Camcorder Wireless Body-pack
1080i Camcorder with 10x Optical Zoom -- $700 System with ME2 Omni Lavaliere
53

54. Video Editing Software – Mac iMovie
54

55. Video Production Demo
55

56. Shooting Video: Streaming Gear
56

57. Live Streaming Video Demo
57

58. Lunch Break
58

59. Content Strategy: Building Social Capital
59

60. Syndication: friendfeed
60

61. Syndication: friendfeed
User Names & Passwords Go Here
User Names & Passwords Go Here
61

62. Syndication: friendfeed
62

63. Syndication: friendfeed
63

64. Syndication: friendfeed
Syndicate Activity to Twitter
Syndicate Activity to Twitter
64

65. Syndication: friendfeed
65

66. Syndication: friendfeed
66

67. Syndication: friendfeed
67

68. Syndication: Posterous
68

69. Syndication: Posterous
69

70. Syndication: Comments
70

71. Content Strategy: Curate News via Google Reader
71

72. Content Strategy: Editorialize via Google Reader
72

73. Content Strategy: Curate Podcasts via Gigadial
73

74. Content Strategy: Blogs & Podcasts
74

75. Content Strategy: Feedity
75

76. Content Strategy: Flickr
76

77. Content Strategy: Facebook
77

78. Content Strategy: Facebook
78

79. Centralized Online Video Distribution
79

80. Content Strategy: TwitterFeed
80

81. Content Strategy: TweetStats
81

82. Content Strategy: Tweetburner
82

83. Content Strategy: Integrated Social Bookmarking
83

84. Content Strategy: Bookmarking Widget
84

85. Content Strategy: Widgets
85

86. Content Strategy: Widgets
86

87. Risks of Syndication
87

88. Mobile Social Networking
88

89. Content Strategy: Flickr
89

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

91. Mobile Social Networking
91

92. Mobile Social Networking
92

93. Moblogging
93

94. Mobile Social Networking
94

95. Mobile Social Networking: UberTwitter
http://www.ubertwitter.com/ 95

96. Syndication: twitpic
96

97. Mobile Social Networking
97

98. Google Analytics Demo
98

99. Understanding Web Stats: Low Bounce Rate Traffic
99

100. Understanding Web Stats: Landing Pages
100

101. Understanding Web Stats: Taking Action
• Identify keywords with high/low bounce rates
• Build on existing strengths
g g
• Fortify desirable keywords with content
• Eliminate ineffective keywords entirely
• Evaluate landing pages for relevancy and calls to
action
101

102. Understanding Web Stats: Refresher Tutorial
102

103. Telling Quantitative Stories
• Numerical data is considered more objective
• Understanding numbers is a statistician’s job
• Great data visualizations tell great stories
g
• Data is boring, if you don’t know what to look for
• R
Raw numbers lack meaning
b l k i
• A dataset is a bucket full of numbers
• There are stories in that bucket
Nathan Yau, Flowing Data and Mindy McAdams, Data Visualization
103

104. Data Visualization
104

105. Data Visualization
105

106. Data Visualization
106

107. Data Visualization
107

108. Data Visualization
108

109. Data Visualizations Since April 07, 2008
109

110. Indy Star: Data Visualizations
110

111. Data Visualization: Practical Challenges
111

112. NY Times Data Visualization Graphic
112

113. NY Times Visualization Lab
113

114. Data Visualization Resource
114

115. Entergy Storm Center Maps Power Outages
Color
Coded by
Size
Outage
Street
Level
Detail
115

116. Data Visualization Resource
116

117. Data Visualization Resource
117

118. Data Visualization - Embed Codes
118

119. Data Visualization - Beach Report Card
119

120. Gov 2.0 – Government as a Platform
120

121. Living, Breathing Mediascape: Flickr Photo Stream
3500+ Photos Uploaded in first 5 Days vs.
1207 During the Same Period Last Year 121

122. Living, Breathing Mediascape: Twitter Stream
122

123. Reactions of the Blogosphere to Iranian Elections
123

124. Locations of Major Protests
124

125. Protest Sites
125

126. Protest Sites
126

127. Living Breathing Mediascape
111,122 Facebook Supporters as of July 13, 2009
127

128. Living, Breathing Mediascape: Radian6
Cairo Speech
Cairo Speech “Obama” Peak
Obama Peak “Freedom” Peak
Freedom Peak
128

129. Real Time Collaboration
129

130. Data Visualization Resource
130

131. New Media Strategy: Infrastructure
131

132. Realistic Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by: measured by: measured by:
• Site traffic • Ecommerce • User ratings
• Unique visitors • Registrations • Comments
• Length of stay • Insite searches • Interactions
• Return visits • Downloads • Widget usage
• HTML Usage • RSS Usage
132

133. Infrastructure: Web 2.0
Blogger, Flickr, YouTube, Twitter
Pros: Cons:
• Cheap or free
p • Less flexible
• Easy to deploy • Cookie cutter
• Simple to operate designs
g
• Updated • Generic URL
automatically
y • Not upgradable
• Indexed quickly
133

134. Web 2.0: Strategic Risks
1. Objectives b f
1 Obj ti before tools
t l
2. Limitations of blog
software
3. Conversion leaks
4.
4 Investing time in
technology
5. Unsupported
technology
6. Interoperability
7. Workflow management
8. Storage
134

135. Infrastructure: Software
Word Press Drupal Sharepoint
Press, Drupal, Sharepoint,
Vignette
Pros: Cons:
• Full design control • Complex set-up
• No predetermined • Bandwidth issues
templates
• Unpredictable
• Ad t bl
Adaptable support costs
t t
• Distinct URL • Requires security
updates
• Community
supported • Significant upfront
investment
• No regular ongoing
fees 135

136. Infrastructure: Cloud Computing
Google, Salesforce.com, iPressroom
Pros:
Cons:
• No client/server
software • Ongoing
commitment
• Shorter deployment
• Hosted externally
• Global availability
• Fee-based
• Constant upgrades
pg
• Fully outsourced
• No IT support
required
136

137. Which Platform is Right for Me?
1. What are my objectives?
2. Why am I communicating online?
3. Am I planning to communicate online indefinitely?
4. Am I planning to blog, podcast, SEO, use RSS and send
email?
5. Am I doing this professionally or personally?
6. Do I want to feature ads or promotional material in
context?
7. Am I tech savvy enough to support myself?
8. Can I rely on my IT resources to support me?
9. Will my online communications live on my org’s website?
10. Do I need a distinct URL?
11.
11 Do I need regular, external back-ups?
eg la e te nal back ps?
12. Do I need immediate 24/7 support if my site goes down?
137

138. Migrating Organizational Communications Online
“Integration is important because time is
p
precious. They want the tools to be as
y
efficient as possible. It's a way to
create value for the company, which
means it needs to effective and
efficient.”
“The more time they spend using the
tools and going from tool to tool, the
g g ,
less time they spend working.”
David Berger, Corp. Comm., IBM
138

139. What Are Most Organizations Doing Now?
Source: 2009 Digital Readiness Report 139

140. What Digital Communications Skills are Most Important?
Source: 2009 Digital Readiness Report 140

141. Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook
linkedin.com/in/schwartzman Linkedin
Copyright applies to this document – some rights reserved. This work is licensed under a Creative
reserved
Commons. Attribution-non commercial-share alike 3.0 license.
http://creativecommons.org/licenses/by-nc-sa/3.0
141