The continually evolving slide deck for the second half of class.

1. CM443 B1 Fall 2015 (Part 2)
New Media and
Public Relations
Explores the effects of new media on the fundamental theories, models, and
practices of public relations. Studies how websites, blogs, citizen journalism, social
media, direct-to-consumer communication, podcasting, viral marketing, and other
technology-enabled changes are affecting interpersonal, small group, and mass
media relationships. Also covers and uses the interactive tools that are re-defining
the practice of public relations. The course combines lecture, discussion, guest
speakers, case study, and research to help students uncover and appreciate the
power and potential of interactive media.

2. CONTENT MARKETING 101
CM443 B1 Fall 2015 – Week 7

3. What is Content Marketing?
• Content marketing was a response to the evolution of
search engine technology
• Since content marketing’s rapid rise to popularity, search
engine technology has evolved
• Content marketing techniques must evolve with it

4. Content Marketing is Hot
Source: ExactTarget, Jeff Bullas
• 98% of marketers surveyed plan to increase or maintain their
digital marketing budgets for 2014; only 2% plan to decrease
their budgets.
• The five top areas where marketers plan to increase digital
spend in 2014 are data and analytics (61% plan to increase),
marketing automation (61%), email marketing (58%), social
media marketing (57%), and content management (57%).
• $135 billion will be spent on new digital marketing collateral
(content) in 2014.

5. Content Marketing is Hot

6. Content Marketing is Big.
BUT…
http://www.flickr.com/photos/22711505@N05/5766880112/
If you build it…

7. Content Marketing
http://www.flickr.com/photos/jewe/2905913332/
Will they come?

8. Content Marketing =
Search + Social + Media
… Only If You Can Be Found
It’s a search game. And a social game. And a media
game. All in one.

9. Content Marketing ≠ Inbound
MarketingA good content marketing program used to be able thrive on
one web presence (a website or blog with dynamic
content) surrounded by a good social media
Program. This “inbound” model does
Not work as effectively now
As it used to.
Why?
http://www.flickr.com/photos/jameskm03/5990507429/

10. The Content Marketing Mix

11. But is Content Marketing
Working for You?
• Are you creating content?
• If so, what kind, how often & what channels?
• How are you promoting it?
• Is it being applauded or amplified?
• What kind of engagement are you getting?
• Is it working? (i.e., is it converting?)
(and if it is, would you know it??)

12. Reminder: What is a
Conversion?
• A conversion is a measurable event that indicates movement through the sales and
marketing process (funnel)
• Possible examples of conversions:
– Follow / friend / fan a social profile
– Like / +1 / favorite a post
– Share / re-tweet content
– Sign up for mailing list
– Open email
– Click-through to website
– Ask for more information on offering
– Purchase
– Repurchase
– Advocacy / evangelism
http://en.wikipedia.org/wiki/Conversion_rate

13. A Day in the Life of a Content
Marketer
• 6am: Check Twitter
• 6:15am: Check Twitter again. Anything new?
• 6:30am: Check Twitter. Did someone just tweet at me?
• 6:45am: Check Twitter yet again. Why hasn’t anybody tweeted
me?
• 7:00am: Drive to work. How am I supposed to check Twitter?
• 7:30am: This Twitter withdrawal is going to kill me!
• 8:00am: Finally, I can check Twitter again.
• … etc., ad infinitum

14. My Secret Sauce
1. I subscribe to my favorite blogs via
– Feedly (for reading on my mobile phone)
– Email subscriptions
2. I aggregate my favorite blog content into a single email using
Yahoo! Pipes, IFTTT and Feedburner so I get one or two emails a
day with headlines and links
3. If I find an article I want to curate and share, I use two browser
plugins…

15. Buffer

16. Hootsuite

17. A Real Day in the Life of a
Content Marketer
• 6am: Check Twitter
• 6:15am: Check email quickly
• 6:30am: Get ready for work
• 7:00am: Head into office
• 8:00am: Read my digests and blogs and curate
• 8:30am: Get on with the real work…
(Oh yeah, and check Twitter)

18. The Four Cs
• The Four Cs
– Content creation (inform)
– Community building
– Conversation engagement
– Conversion (changing behavior)

19. (Some) Content Rules
• Start with the why
• Reuse
• Define success
• Speak human (but read tech)
• Reimagine (but don’t recycle)
• Share, solve, but don’t shill
• Listen and learn
http://www.contentrulesbook.com/
I do some pretty
egregious
paraphrasing here
– the book is better

20. The Best Content Advice I
Have

21. The Blogging Tenets
Succinct
Transparent
Responsive
Accepting
Insightful
Genuine
Humorous
Timely
Secrets Chapter 5

22. Curation, Not Just Creation
• Content curation, or the reuse/repackaging of other people’s
content, is becoming hugely popular
• You must be able to add value to that content: commentary, insight
or more news

23. • At the peak of the era of mass communication, an
elite few controlled the news and content agenda in
print, radio and television
– e.g., The Boston Globe’s editorial staff
• As digital media evolved the capacity to support
multiple channels, segmentation began
– At first, left- vs right-leaning media
– Then much more fragmentation
• Today, with so many channels across so many
media, content consumption choices are much more
difficult
Evolution of Content
Consumption

24. Information Overload
• Definition: When the volume of potentially useful and relevant information available exceeds processing
capacity and becomes a hindrance rather than a help
• 90% of all the data in the world has been generated over the last two years
• Information consumption in the US is in the order of 3.6 zettabytes (3.6 million million gigabytes)
• The average American consumes 34 gigabytes / 12 hours of information per day – outside of work
• “Between the dawn of civilization through 2003 about 5 exabytes of information was created. Now, that
much information created every 2 days” (Eric Schmidt – former Google CEO)
• In the US, people who text send or receive an average of 35 texts per day
• 28% of office workers time is spent dealing with emails
• The typical Internet user is exposed to 1,707 banner ads per month
• The human brain has a theoretical memory storage capacity of 2.5 petabytes
• The maximum number of pieces of information a human brain can handle concurrently is 7 (Miller’s Law)
• Information (over)load is linked to greater stress, and poorer health
• Overuse of social media can lead to short-term memory loss
http://digitalintelligencetoday.com/fast-facts-information-overload-2013/

25. The Rise of Filters
“It’s not information overload. It’s filter failure.”
- Professor Clay Shirky

26. Breaking Through the Filters
• We’ll talk more about the science of
influence later, but for now, recognize that
one of your biggest challenges as a
marketer is breaking through the
background noise levels of online media

27. Breaking Through the Filters
http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerank
http://searchenginewatch.com/article/2291146/EdgeRank-is-Dead-Long-Live-Facebooks-EdgeRank-Algorithm

28. The Risk of EdgeRank
Social media practitioners fall victim to three key ailments.
This is the third of them…
• If you or your company
put news gathering
completely in the hands
of your social graph and
algorithms, you’re likely
suffering from…
FISHBOWL
SYNDROME

29. The Risk of EdgeRank
Fishbowl Syndrome is dangerous for individuals and companies!
• Eli Pariser describes
the risks perfectly in his
TED talk, website and
book on “The Filter
Bubble.”
• Jonathan Stray found
five ways to break out
of your filter bubbles.
http://www.niemanlab.org/2012/07/are-we-stuck-in-filter-bubbles-here-are-five-potential-paths-out/
http://www.thefilterbubble.com/

30. Podcasting Tips
1. You already have the equipment
– You can start with free software and built-in hardware,
then work your way up
2. Export your audio from videos
– Whenever possible, capture content in video, then work
backward
3. Listen before you record
– Not just to your own test recording, but other real
podcasts and radio programs
4. Keep length in mind
– Under your community’s average commute time
Content Rules Chapter 17

31. Podcasting Tips (Part 2)
5. Publishing is easy-ish
– Pick up a copy of Podcasting For Dummies to tackle all the
issues
6. Submit to iTunes
– Plenty of other places too, but start here
7. Plan before hitting “Record”
– Write out your intros and outros and have an outline of topics at
least
8. Use music wisely
– NOT from your CD collection, but music you have rights to use
9. Editing is your friend
– And you’ll hate it, but you need to do it
Content Rules Chapter 17

32. Video Rules
1. Audio quality is significantly more important than
video quality – use an external mic
2. Get a copy of Get Seen by Steve Garfield
3. Viral video “rules” get broken all the time, but in
general:
– Shorter is better
– Don’t bury the lead (the call to action)
4. Video isn’t searchable yet (nor is audio), so be very
descriptive in title, description and tags
5. Include a dragon – a problem you’re trying to solve

33. Question: Monetization
• #presentandfuturebusinessmodelsformonetizingthenewspaperindust
ry
• What do you charge for and what do you offer for free?
• Does free content cheapen you? Can it cost you business?

34. Gating: Costs and Benefits
• Kinds of gates
– Paygates
– Likegates
– Infogates
• Does gating keep people out? Of course!
• But does it keep out the wrong kinds, or the
right kinds?
• A/B testing is one great technique to find out

35. MORE ON CONTENT
MARKETING
CM443 B1 Spring 2015 – Week 8

36. Top Content Marketing Goals
http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013

37. Most Effective
Tactics/Formats
http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013

38. Top Content Marketing
Platforms, Tactics & Influencers
http://www.slideshare.net/
hschulze/b2b-content-marketing-trends-2013

39. http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model

40. 6 Keys to Sharable Content
http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model

41. Rand Fishkin’s
Content Marketing Manifesto
http://www.slideshare.net/randfish/the-content-marketing-manifesto
I pledge to create something remarkable
– something that people will love.
Something they will want to share.
Something I can be proud of. And if it fails
to achieve my marketing goals, I won’t
give up. I will try again. My failures will be
the practice I need to earn future
successes and future customers.

42. Todd’s Building Blocks of a
Content Marketing Strategy
1. News
2. Understanding of Customer
3. Understanding of Competition
4. Understanding of Industry
5. Understanding of Influencers
6. Opinions on Any and All of These
7. Lack of Fear to be Different, Better or
Critical

43. The Eight Elements of News
1. Immediacy
2. Proximity
3. Prominence
4. Oddity
5. Conflict
6. Suspense
7. Emotion
8. Consequence

44. Creating a Customer Profile
• Give them a name, e.g., “Sally Spender”
• If necessary, include
– The User
– The Decision Maker
– The Influencer
– The Buyer
• There may be more than one
• Include both
– Demographics
– Psychographics
– Socialgraphics
http://www.entrepreneurship.org/en/resource-center/customer-profile.aspx
http://www.businessesgrow.com/2012/01/26/forget-demographics-its-all-about-the-socialgraphics/

45. Know Thy Competition
Your competitors include:
• Organizations offering the same product or service now.
• Organizations offering similar products or services now.
• Organizations that could offer the same or similar products or services in
the future.
• Organizations that could remove the need for a product or service.
The Four Stages of Competitive Intelligence:
1. Collect the information
2. Convert the information into intelligence
a) Collate and catalog it
b) Integrate it with other information
c) Analyze and interpret it
3. Communicate the intelligence
4. Counter adverse competitor actions you identify
http://www.marketing-intelligence.co.uk/resources/competitor-analysis.htm

46. Know Thy Industry and
Its Influencers
• What are the key trends and topics being
written about?
• Who’s writing about them?
• What are the related keywords and key
phrases?
• What’s not hot and should be avoided?

47. Find Your Voice
• Opinions are more interesting, and more valuable in a
Twitter world, than facts
• Becoming a trusted source is a very valuable position
• Remember that PR is storytelling, and…
• Social media is the ultimate cocktail party, and…
• The hit of the party is often the best storyteller, and…
• Stories require characters, but…
• Characters have flaws, so…
• Don’t be afraid to show your own, and others’, flaws –
chances are they’re going to be found anywayhttp://www.entrepreneur.com/article/222779#

48. Before You Create or Engage
1. Have a social media policy in place
2. Have a social media response protocol
3. Build a repertoire of pre-approved messages
4. Have a monitoring tool in place
http://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-manager
http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013

49. Before We Go Any Further
• I’ve got some things I need to go over…
• Things we all need to remind ourselves of…
• The rules of social media change regularly
• These are some of the more important ones
today…*
* Subject to change at any moment
http://www.flickr.com/photos/24467251@N02/6658779959/

50. Rule #1
There’s no such thing as a Twitter
or a Facebook strategy!
http://www.flickr.com/photos/14724437@N00/9852723845/

51. Rule #2
Just because you can measure it
doesn’t mean you should!

52. Rule #3
Social media marketing is
content marketing!

53. Rule #4
Content marketing is inbound
marketing

54. Rule #5
If you build it, they might come, but
there’s no guarantee!
http://www.flickr.com/photos/22711505@N05/5766880112/

55. Rule #6
The two secrets to being seen are
sociability and searchability!

56. COMMUNITY MANAGEMENT
CM443 B1 Fall 2015 – Week 9

57. Why Create a Community?
• Networked structures speed information
transfer
• Shared ownership and commitment speed
adoption

58. 4 Types of Community
Members
• Commenters
• Passives
• Trolls
• Passionates
Content Rules Chapter 9

59. Social Media ≠ Community
http://www.slideshare.net/rhappe/community-management-fundamentals

60. What is Community Management?
http://www.slideshare.net/rhappe/community-management-fundamentals
The Discipline of Ensuring Productive
Communities
TheIceberg
Effect

61. Community Management
Rules1. Remember that community is not the platform, it’s the people
2. Set up clear guidelines for participation, and put them in writing
3. Understand the implications of exerting editorial control over user-
generated content
4. Don’t sell!
5. Disclose your identity
6. Be yourself, but don’t be all about you or the product
7. Be friendly and helpful, but firm
8. Ask questions and show that you’re listening
9. Show that you’re learning; that they’re making a difference
10. Feed the stars but starve the trolls
11. Keep calm and carry on
12. Admit mistakes and apologize
http://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-manager
http://www.slideshare.net/rhappe/community-management-fundamentals

62. The Community Maturity
Model
http://www.slideshare.net/rhappe/community-management-fundamentals

63. BUILDING YOUR PROGRAM:
DISCOVERING, PRIORITIZING
AND LISTENING
CM443 B1 Spring 2015 – Week 9

64. Influencing the Influencers
1. Finding the Influencers
2. Prioritizing the Influencers
3. Influencing the Influencers

65. Discovery Tools and Tips:
Paid
• Salesforce Marketing Cloud (Formerly Radian6)
• Lithium
• Sysomos (Owned by Marketwired)
• Brandwatch
• Crimson Hexagon
• SDL SM2 (Formerly Alterian SM2)
• Synthesio
• Social Radar
• Buzzstream
• eCairn
• Traackr

66. Search & Influencer Research
Tools
• By topic on Twitter: https://followerwonk.com/bio
• By topic or location on Twitter: http://www.twellow.com/
• By influence: http://klout.com/
• On Google+: http://socialstatistics.com/
• On blogs: http://technorati.com/
• On blogs via Google: http://www.google.com/blogsearch?hl=en
• Online: http://addictomatic.com/
• By topic on blogs: http://alltop.com/
• By retweets and mentions on Twitter: http://mentionmapp.com/
• By topic online: http://socialmention.com/
• Via Google News: https://news.google.com/nwshp?hl=en&tab=wn
• In scholarly articles: http://scholar.google.com/schhp?hl=en
• Via top trending topics: http://www.google.com/trends/

67. Discovery Tools and Tips: Twitter
• Twellow
• WeFollow
• Klout
• Twitter Search
• Twitalyzer
• TweetLevel (Owned by Edelman)
• Mentionmapp
• Tweetreach

68. Discovery Tools and Tips:
Blogs
• Alltop
• Blogpulse
• IceRocket
• Touchgraph
• Technorati
• Google Blog Search

69. Discovery Tools and Tips:
Other
• Boardreader
• Facebook Search
• MailChimp Social Pro
• Rapportive (Gmail)
• YourOpenBook

70. Search

71. Search

72. Search

73. The Listening Dashboard
• Google Reader Substitutes
– Prismatic
– Feedly
• Google Alerts
• Search.twitter.com
Content Rules Chapter 9

74. Listening & Engagement
Tools
• HootSuite
• TweetDeck
• CoTweet
• Jive
• Collective Intellect
• Lithium
• Sysomos
• Attensity360
• Alterian SM2
• Crimson Hexagon
• Spiral16
• Spredfast
• CustomScoop
• Meltwater Buzz
• SocialToo
• Topsy
• Trackur
• UberVU
• ViralHeat
• Webtrends
• Google Reader
• Sprinklr

75. From Monitoring to Action
• Establish a conversational workflow
– A decision tree outlining how conversations
are treated and routed across the
organization
– e.g., if the topic is this, then this person should
respond; if the topic is that, then there’s no
need to respond

76. Prioritizing Your Influencers
• Influencer Maps
• Influencer Tiering
http://mentionmapp.com/#user-vanhoosear

77. Influence Measurement Tools
• Klout
• Kred
• mBlast
• PeekAnalytics
• PeerIndex
• Traackr
• TweetLevel

78. • Reach (how many people does this particular influencer
influence compared to other influencers)
• Relevance (how closely aligned are the topics that this
influencer writes/talks about compared to your
organization’s topics)
• Reputation (what is the common opinion that people have
about a particular influencer compared to other
influencers)
• Receptivity (how approachable is this particular
influencer, and how likely are they to be influenced by you
– shoot too high and they may not be receptive. Too low
and they won't have enough followers to make it worth the
effort)
78
The Four Rs of Influence
R

79. The Influence Formula
Calculate an influence score between 0 and 1000 for each by assigning a
numeric value to each R in the following way, and multiplying these values
together:
• Reach: 0-10, with 10 representing a wide reach and 0 a very narrow reach
• Relevance: 0-10, with 10 representing a very close fit and 0 a stretch
• Reputation: 0-10, w/ 10 being a household name and 0 a relative unknown
• Receptivity: A percentage likelihood of action, represented decimally, from
.0 (0%) to 1 (100%)
The resulting output of this formula is a score between 0 and 1000
I = r1 x r2 x r3 x r4

80. Influencing
• The Cocktail Party Model (D.M. Scott)
• Don’t pitch them right away
• Paul Gillin’s Advice: Court Them
– Make initial contact meaningful
– Ask for advice
– Take conversation offline
– Treat bloggers like media
• “Listeners make the best conversationalists”
- Solis

81. The Six Forms of Power
1. Coercive – The “Stick”
2. Referent – The “Name Drop”
3. Reward – The “Carrot”
4. Authority – The “Title”
5. Expertise – The “Smarts”
6. Leadership – Inner Power + Charisma +
Interpersonal Skills
The Influencing Formula by Elizabeth Larson & Richard Larson

82. Influence Tactics
1. Rational Persuasion (Appeal to Thoughts)
2. Inspirational Appeal (Appeal to Feelings)
3. Personal Appeal (Appeal to Relationships)
4. Consultation (Question)
5. Ingratiation
6. Coalitions
7. Relentless Pressure
8. Reciprocity & Exchange
The Influencing Formula by Elizabeth Larson & Richard Larson

83. How Influence & Power
Interact
The Influencing Formula by Elizabeth Larson & Richard Larson

84. The Five Currencies of
Influence
The Influencing Formula by Elizabeth Larson & Richard Larson

85. The Five Currencies of
Influence
The Influencing Formula by Elizabeth Larson & Richard Larson

86. The Art of the Pitch
• “The biggest problem in PR is that people don’t
read enough.”
– Former Journalist Ed Zitron
1. Has the reporter/outlet already written about
topic?
2. Will it be interesting to their readers? How?
3. What do they love writing about? What interests
them as a human being and a
reporter/blogger/editor?

87. Top Pitch Mistakes
• Wrong person/beat/name/outlet (read before
you pitch)
• Buried lead (start with the ask/news, then
back it up)
• Sounds like a marketing script (write like you
speak)
• No links or contact info (make it easy for
them to get more info)

88. Social Media’s Impact on
Pitching
1. Makes it easier to reach some folks,
but…
2. It’s created a lot more noise!
3. It’s made everything public
4. It’s shortened our attention span
http://thenextweb.com/media/2011/10/01/the-art-of-the-pitch-inspiring-media-relations/
http://gawker.com/5949099/pr-dummies-how-not-to-pitch
http://www.vocus.com/invocus/media-blog/pitching-journalists-via-social-media-yay-or-nay/

89. PR=Stories=Content=Search
• Public relations is, at its essence, a combination of
the art of storytelling and the science of influence
• Storytelling is structured content
• Good PR (and thus good content creation)
combines proactive outbound efforts with smart
passive inbound marketing techniques
• Inbound marketing is driven by two factors:
1. Search
2. Social sharing

90. Homework #5
• Lindsay Tia needs media coverage
• Use the messaging you developed in Homework
#4 and your newfound digital discovery,
prioritization and pitch skills to identify:
– Your dream article (what’s the headline, the outlet and
the author)
– Your top 5 influencers (including the dream article)
– The pitch you send these influencers (including the
channel you’ll use)
– A response/contingency plan (a decision tree)

91. Group Exercises
• Form 5 groups of five people or less, with
ideally:
– At least one (online) laptop per group please
• Laptop owners are the researchers
– Appoint
• One group leader
• One notetaker
• One presenter

92. Group Exercise #1
• Pick a Fortune 100 “Best Company to
Work For”
– http://cnnmon.ie/2013fast100
– Let me know which company you pick
• Conduct a Social Media Audit for that
company…

93. Social Media Audit
• Team member #1: Web site analysis
– Social media presence on home page
– Social media press room
– News coverage (blogs vs “traditional”)
• Team member #2: Twitter analysis
– Follower/following
– Engagement mix
– Klout Score and top Twitter influencers/influences
• Team member #3: Facebook analysis
– Profile, Group or Page
– Engagement levels
• Team member #4: Blog analysis
– Content and engagement levels
• Team member #5: Other social media

94. Group Exercise #2
• Using the same group, and the same
Fortune 100 “Best Company to Work
For”…
– http://cnnmon.ie/2013fast100
• Find the top 5 influencers for that company
and share who you chose them

95. SEARCH MARKETING:
ORGANIC
CM443 B1 Fall 2015 – Week 10

96. The Last Ultimate Press
Release
• Here’s the first press
release ever written:
• It appeared verbatim in
The New York Times
• Probably the last time
that happened…
• Since then, things have
gone downhill…

97. PR’s Catch-22
• The press release’s goal – and PR’s goal – is
essentially to put words in reporters’ mouths
• Reporters know this, and want to exercise their
independence
• Meanwhile, outlets that automatically pick up press
release content are popping up like mad
• This actually reduces the value of verbatim copy –
because it’s seen as inherently biased by everyone
• PR’s goal needs to evolve: to make journalists’,
editors’ and bloggers’ lives easier by giving them the
seeds of good stories

98. What is SEO?
The Goal of
SEO is to push
your content to
the top of
Search
Engine
Results
Pages

99. “Above the Fold” in the Old Days
http://www.flickr.com/photos/globochem/2321238318/

100. “Above the Fold” Today
Paid Placement
Unpaid (Organic) Placement

101. SEM vs PPC vs SEO
• Search engine marketing (SEM) is a
combination of paid search programs and
“organic” search optimization
• Paid search includes:
1. Pay-per-click (PPC)
2. Cost-per-impression (CPI or CPM) (M=1,000)
• Organic search (i.e., SEO) focuses on
“unpaid” ways to improve search engine
results page (SERP) placement
http://en.wikipedia.org/wiki/Search_engine_marketing

102. 5 Key Metrics of Site SEO
1. Searchability. Is the structure, content and meta-content (descriptive information
including titles and keywords) of the site optimized for search engines (specifically
Google and Bing), providing the best possible organic search engine results
possible, as defined by search experts and online SEO/SEM measurement
resources?
2. Accessibility. Is the site accessible from different kinds of devices, and can people
with disabilities perceive, understand, navigate and interact with the site, as defined
by the W3C Web Accessibility Initiative?
3. Navigability. Once on the site, is the content easily organized and navigated?
4. Sharability. If a visitor likes what the can see or do on the site, is it easy for that
person to share their likings (or dislikings) with site managers and/or the general
public?
5. Salability. Does the content of the site lend itself to one or more understandable
(and measurable) goals – e.g., driving visitors to try out a product, buy a service or

103. 9 Steps to SEO Success
1. Market research
2. Keyword research
3. On-page optimization
4. Site structure
5. Link building
6. Brand building
7. Viral marketing
8. Adjusting
9. Staying up-to-date
http://www.toprankblog.com/2007/01/google-cartoon/

104. Market Research Secrets
• Begins with a competitive analysis
• What companies / sites are you competing
with?
• How well do they perform?
• Great tool: http://websitegrader.com/

105. Keyword Research Secrets
Once you have identified and analyzed the competition at a high level,
you can turn your attention to analyzing the keywords from four
perspectives:
1. What keywords you want to be known for
2. What your site is keyword optimized for
3. What your competitors’ sites are keyword optimized for
4. What people are searching for
Four great keyword tools:
1. http://seokeywordanalysis.com/
2. http://www.googlerankings.com/ultimate_seo_tool.php
3. http://tools.seobook.com/general/keyword-density/
4. http://textalyser.net/

106. On-Page vs. Off-Page
• On-Page SEO focuses on how you can improve
the content, structure and navigability of your own
site
• Off-Page SEO focuses on, well, pretty much
everything else, including
– DNS (Domain name services)
– Social media
– Inbound links
– Press releases
– PPC
http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation

107. HTML 101
<HTML>  This is the outside paired HTML element that declares that what’s inside is HTML
<HEAD>  Content inside the HEAD element describes the whole page
<META NAME=“KEYWORDS” CONTENT=“keyword 1,keyword 2,etc”>
<META NAME=“DESCRIPTION” CONTENT=“Description of website for SEO”>
<TITLE>The descriptive name of the page goes here</TITLE>
</HEAD>  Paired elements (including TITLE) are “closed off” with a leading forward slash
<BODY>  All the content displayed on the actual web page appears inside the BODY elements
<H1>The largest header tag for really big type</H1>
<P>Body copy appears inside the P element. Click on image below.</P>
<A HREF=“http://hyperlink.com/”><IMG SRC=“pic.gif” ALT=“Desc”></A>
<H2>Slightly smaller header type</H2>
<P>Headers are really important for SEO.</P>
</BODY>
</HTML>
• Right click on a webpage and click on
View source to see how a web page is
designed…

108. On-Page SEO Checklist
• Always start with keyword selection, research and testing
• Meta Description tag
• ALT tags
• H1 tags
• URL structure
• Internal linking strategy
• Content
• Keyword density
• Site maps, both XML and user facing
• Usability and accessibility
• Track target keywords
• Expect results in 6-12 months
http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation

109. SEARCH MARKETING: PAID
CM443 B1 Fall 2015 – Week 10-11

110. PPC, PPM, CPL, HUH?
• PPC = Pay-Per-Click
– Only pay for clicks
– CPC = Cost-Per-Click
– PPA = Pay-Per-Action (e.g., when item is sold)
– CPA = Cost-Per-Action
– CPL = Cost-Per-Lead
• PPM = Pay-Per-Mille (1,000 impressions)
– Avoids click fraud
– CPM = Cost-Per-Mille

111. PPC 101
• PPC is not just about Google AdWords
– Bing (Microsoft) Ads
– Facebook PPC
– Yahoo! Network
– Chitika
• Not just text ads in SERPs
– YouTube
– Blogger
– Google Maps
– Google News
– Google Managed Placements (Ad Network)

112. How to Get Started in PPC
1. Create an AdWords account
2. Pick your audience
3. Choose your keywords that trigger the ad
4. Identify your call to action
5. Build your landing page
6. Build your ad
7. Test your ad
8. Deploy your ad
9. Measure your success

113. Ad Rank: Who’s #1
• Some factors influencing Quality Score are:
– The relevance of your landing page to the keyword
– The relevance of your ad to the keyword
– The performance of your landing page – a slow-loading website
will get a lower QS
– Your Click-Through-Rate (CTR)
– Historical performance of your campaigns

114. Google AdWords Accounts
• Keywords are bound to a group of ads
• This group of ads is part of a campaign
• The campaign will be part of your account

116. DIGITAL MARKETING
CONVERGENCE
CM443 B1 Fall 2015 – Closing Lectures

117. Digital Marketing: Then vs
NowTHEN:
• Analog-centric
• Digital marketing was a
subset of marketing
• Print, outdoor &
broadcast accounted
for vast majority of
budget, strategic
emphasis
• Online was an add-on
NOW:
 Digital-first
 Digital marketing IS
marketing
 Digital spend catching up
with analog

118. What is Digital Marketing Today?
• “In simplistic terms, digital marketing is the promotion of products or brands
via one or more forms of electronic media. Digital marketing differs from
traditional marketing in that it involves the use of channels and methods
that enable an organization to analyze marketing campaigns and
understand what is working and what isn’t – typically in real time.” – SAS
Institute
• “In its short history, digital has evolved rapidly as a push-pull marketing
channel, with marketers and consumers alike embracing a wide range of
touch points such as social media to engage with one another. Within the
past few years, digital has shed its reputation as the nascent weak sister to
offline marketing.” – GigaOM

119. Two Perspectives, Same
Dream
• The brand: Wants a unified view of the
customer (“social customer relationship
management”)
• The customer: Wants a unified experience
of the brand (“social business”)
http://www.flickr.co
m/photos/huzicha/
3292538266/

120. Channel Madness

121. Push v Pull

122. Which Programs Are Getting the
Biggest Budgets (2014 Data)

123. Where Digital Marketing is
Heading

124. The Evolution of Marketing
Technology: 1970-Tomorrow
• Take your customer database and digitize it: telesales
• Then port it to the personal computer: contact management
software
• Then add collaboration, lead scoring and reporting: sales
force automation
• Then port it to the web and add lifecycle management:
customer relationship management
• Then add SEO and some automation scripts: marketing
automation
• Then add omnichannel support and mix in some consumer
empowerment: digital marketing hub
http://www.crmswitch.com/crm-industry/crm-industry-history/

126. What is a Marketing Hub?
“A digital marketing hub provides marketers and
applications with standardized access to audience profile
data, content, workflow elements, messaging and
common analytic functions for orchestrating and optimizing
multichannel campaigns, conversations, experiences, and
data collection across online and offline channels, both
manually and programmatically.
“It typically includes a bundle of native marketing
applications and capabilities, but it is extensible through
published services with which certified partners
can integrate.

127. The Gartner Marketing Hub
Magic Quadrant (December
2014)

128. Gartner’s Four Crucial Aspects
of Digital Marketing: The Four Es
1. Have a single view of the customer — Know who
you’re interacting with, no matter which channel or
identity they’re using.
2. Use the same content engine — Get everyone
involved – from content ideation, through to creation,
curation and engagement – using the same platform.
3. Address all channels — Most of your customers are
using multiple channels to interact with you. Have a
plan for each, even if you’re focusing on just a few.
4. Don’t stovepipe your measurement — Have a
consistent, overarching set of program objectives that
transcend the platform. Don’t get trapped into
platform-specific measurement.
Gartner, December, 2014
Engagement
Execution
Extensibility
Evaluation

129. Visualizing the Digital Marketing
Hub
CMS
Email Marketing System
Facebook
Twitter
Other Social Channels
Web / Mobile / Tablet
F2F
Hootsuite
Tweetdeck
Google Analytics
Link Shorteners

130. Visualizing the Digital Marketing
Hub
Knowledge
Interest
Intent
Action
Awareness
Your
Marketing
Hub
Your Sales & Marketing Process
Your Channels

131. Transitioning to a Digital
Marketing Hub, or, Don’t Panic!

132. There is a Convergence
Happening in Marketing
Image courtesy IDG

133. The 8 Keys to Digital Marketing
Success
1. Content Creation, Curation & Management
2. Social Media Monitoring & Engagement
3. Advertising
4. Search Marketing
5. Lead Generation Mentality
6. Reporting, Analytics & Measurement
7. Automation Technology
8. Targeting & Testing

134. PESO
• PAID = Money exchanged for space in magazine,
newspaper or online site; for time on radio, TV and
sometimes online channels
• EARNED = Coined by public relations
professionals to differentiate from paid media
• SHARED = Content shared on, and communities
built on, third-party social networks (e.g.,
Facebook, Twitter, LinkedIn, Pinterest, etc.)
• OWNED = Print collateral, websites, blogs, video,
podcasts, ebooks, etc.

135. Paid vs. Earned vs. Owned
• Advertising was traditionally the realm of paid
media
• Public relations was traditionally the realm of
earned media
• Advertising claimed an early lead in
“interactive” media
• PR claimed an early lead in “social” media
• Both PR and advertising are now competing
for control of owned media channels

136. POE vs PESO
• Which makes more sense?

137. Felix Salmon on The Native
Matrix
http://blogs.reuters.com/felix-salmon/2013/04/14/the-native-matrix/

138. SOCIAL MEDIA CRISIS + VIRAL
VIDEOS
CM443 B1 Fall 2013 – Week 13

139. Social Media Crisis Rules,
Part 1
At the start:
1. Acknowledge and investigate the issue
2. Apologize for how the issue is impacting your
community, even if you’re still investigating
3. Act on what you learn from the investigation,
and communicate your actions
• Share what you learned from the investigation
• Share how you intend to keep it from happening
again
• Keep the trust
http://www.infosecisland.com/blogview/21565-Nine-Tips-for-Social-Media-Crisis-Response.html

140. Social Media Crisis Rules,
Part 2
As it starts to brew:
1. Amplify your key messages wherever you have
a social media presence
2. Advocates – use your partners, allies,
employees and even happy customers to help
spread the word on how you’re responding to
the crisis
3. Adhere to your corporate values, and
understand your limitations
http://www.infosecisland.com/blogview/21565-Nine-Tips-for-Social-Media-Crisis-Response.html

141. Social Media Crisis Rules,
Part 3
As it continues to percolate:
1. Analyze what’s being said about you online
2. Answer your critics and fans alike
3. Aggregate all the stories – positive and maybe
even negative – about the crisis, along with your
prominently-displayed own analysis and
response.
• You must counter inaccurate information!
• The risk of adding to their story’s Google juice is
offset by getting your own response on the record
http://www.infosecisland.com/blogview/21565-Nine-Tips-for-Social-Media-Crisis-Response.html

142. The Six Secrets of Viral
Marketing
1. No such thing as an
accident
2. All about the seed #
3. Great content means
nothing if it’s hard to
share
4. Go big when identifying
and reaching out for
influencers, or go home.
5. Like comedy, it’s allhttp://allfacebook.com/9-secrets-to-successful-facebook-viral-marketing_b50545

143. A Social Business Behavioral
Framework
http://www.slideshare.net/sncr/social-business-trends-28091051

144. Final Takeaway
• PR is at the cusp of enormous change
• PR should have a seat at the management
table
• PR can play an important role in creating
social businesses, and this is the most likely
way to that table
• Learn email marketing and marketing
automation tools!
• Good luck out there!

145. If You Go the Agency Route…