New Media and Public Relations - Part 2 - Spring, 2016

CM443 B1 Spring 2016 (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.

THE PROCEDURAL
FRAMEWORK
CM443 B1 Spring 2016 – Week 8
(continued)

Content Marketing Maturity
Model
1. Stasis
2. Production
3. Utility
4. Storytelling
5. Monetization
http://www.toprankblog.com/2014/02/content-marketing-maturity-model/

The McKinsey Matrix
Social media enables targeted marketing responses
at individual touch points along the consumer decision journey.
http://www.mckinseyquarterly.com/Demystifying_social_media_2958

AMEC’s Matrix
http://amecorg.com/downloads/resource/ValidMetricsFramework7June2011PrintVersion.pdf

A Framework for Your Social
Strategy

INPUT
• Organizational factors: Conditions of the external environment/climate and leadership style.
• Human factors: Skills, knowledge and character of who works for the organization.
• Social factors: Values, inspiration, behaviors of the groups of people that work for the organization.
PERFORMANCE
• Organizational structure: This is about how the different activities, tasks and responsibilities are
distributed within the organization.
• Process: The brain and heart of our strategic planning & execution. Here we set the objectives, the
strategies, the tactics, we verify the results and determine the necessary corrective actions.
• Financial structure: It defines how the financial resources are allocated according to the defined
objectives.
OUTPUT
• Management efficiency: Quality of the management. Is the management capable of achieving a
good and tangible output?
• Motivation: This is what drives a person to perform a certain action or to pursue a certain objective.
• Morale: Do people feel under pressure when they work or do they feel satisfied? You can think it as
the “organizational climate” and it has to do with how the work environment is perceived, directly or
indirectly, by the employees.
A Framework for Your Social
Strategy

A Process
http://www.briansolis.com/2013/09/the-adaptive-digital-strategy-framework/

A Process
• Integration: The focus is on how the organization is structured around social efforts and
on how social technologies are integrated with communication channels across the
organization.
• Planning: Goals are impossible to achieve without a plan. Whether you are working on a
PR or a marketing initiative, a good plan is meant to serve as a roadmap. It’s essential for
aligning the resources and prioritizing the actions of the organization as it strives to
achieve its goals.
• Execution: Execution is what actually brings the strategic plan to fruition. This is the result
of the planning decisions made by the organization and its team.
• Evaluation: The overall process, the financial and the human resources must be
evaluated to ensure that the communications function is successful. Accurate
measurement is vital for the deployment, maintenance and refinement of ongoing and
future projects.

THE TECHNOLOGICAL
FRAMEWORK

http://www.flickr.com/photos/squirmelia/5968201800/
* Did You
?

My Favorite Tech Model
http://techcrunch.com/2015/04/07/modeling-mediums-of-communication/

The Risk of Embracing Tech
Social media practitioners fall victim to three key ailments.
This is the third of them…
• If you are quick to adopt
and embrace new tools,
technologies and
networks, you’re being
smart, but, make sure you
can explain why, or you
might suffer from… SHINY OBJECT
SYNDROME

How the Web Works (The OSI Model)
http://krystalchisholm.wordpress.com/2010/10/08/chapter-12/

How
the
Web
Works
(Client/
Server
Model)http://sleeplessgeek.blogspot.com/2
010/08/visualizing-our-example-
setup.html

HTTP, HTML & CSS
• HTTP (Hypertext Transfer Protocol) is how HTML
(Hypertext Markup Language) pages are transmitted
from the server to the browser
• HTML has evolved from a descriptive model to a
semantic model
– e.g., instead of <B> for bold, preference now is to use
<STRONG>, reflecting the need for a strong emphasis,
rather than assuming that bold is the best way to do that
• CSS (Cascading Style Sheets) allow the designer to
customize how content looks based on how it’s
marked up semantically with HTML.

CONTENT MARKETING 101

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

Content Marketing is Hot
Source: 2016 B2B Content Marketing Trends—
North America: Content Marketing
Institute/MarketingProfs

Content Marketing is Hot
Source: 2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

The Content Marketing
Challenge
• The graph you're looking at shows co-variance, or
correlation. Two upward-trending lines representing
the traffic to your blog and the number of leads
generated.
• Is the increase in web traffic causing the increase in
leads? Or is the increase in leads causing an
increase in web traffic? Or is something else (or
multiple things) causing both?
• There is no way to tell. That is to say, you cannot
infer causation from mere correlation.
• To infer causation, you must be able to attribute
results to your efforts. You can do this a few different
ways:
– Use Google Analytics Campaign Codes
– Use your own link shortener
– Use unique landing pages for each campaign
– Use come combination of the above (best option)

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

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

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.

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/

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??)

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

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

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…

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)

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

(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

The Best Content Advice I
Have

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

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

• 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

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/

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

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

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

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

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/

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

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

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

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?

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

MORE ON CONTENT
MARKETING

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

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

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

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.

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

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

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/

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

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?

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 anyway
http://www.entrepreneur.com/article/222779#

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

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

Rule #1
There’s no such thing as a Twitter
or a Facebook strategy!

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

Rule #3
Social media marketing is
content marketing!

Rule #4
Content marketing is inbound
marketing

Rule #5
If you build it, they might come, but
there’s no guarantee!

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

BUILDING YOUR PROGRAM:
DISCOVERING, PRIORITIZING
AND LISTENING

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

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

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 blogs: http://technorati.com/
• 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/

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

Blogs
• Alltop
• Blogpulse
• IceRocket
• Touchgraph
• Technorati
• Google Blog Search

Other
• Boardreader
• Facebook Search
• MailChimp Social Pro
• Rapportive (Gmail)
• YourOpenBook

The Listening Dashboard
• Google Reader Substitutes
– Prismatic
– Feedly
• Google Alerts
• Search.twitter.com

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

The AMEC Social Media
Listening Maturity Model
http://amecorg.com/2012/10/where-is-your-organization-on-the-social-media-listening-maturity-model/

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

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

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

• 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)
90
The Four Rs of Influence
R

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

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

Aristotle’s 3 Modes of
Persuasion
1. Ethos – Appeal to
ethic or moral
standards
2. Pathos – Appeal
to emotions
3. Logos – Appeal
to logic

Appeals to Ethics/Morals
I am…
• Trustworthy
• Knowledgeable
• Authoritative
• Overwhelming
Must be established first, before the other modes can be
effective

Appeals to Emotion
• The Higher Emotions
– Altruism
– Love
– Etc.
• The Base Emotions
– Greed
– Lust
– Etc.

Appeals to Logic
• Facts
• Case studies
• Statistics
• Experiments
• Logical reasoning
• Analogies
• Anecdotes

What It Tells Us
1. The human brain is lazy.
2. Thinking logically takes a lot of energy.
3. Therefore we take shortcuts.
4. These shortcuts leave gaps – sometimes
BIG ones.
5. Good editors remember to check the gaps.
6. Good PR professional pitchers understand
that we use our gut first, then our brain.

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

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

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?

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)

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/

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

SEARCH MARKETING:
ORGANIC

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…

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

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

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

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

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

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

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/

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/

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/

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

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…

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

SEARCH MARKETING: PAID
CM443 B1 Spring 2016 – Week 10-11

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

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)

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

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

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

DIGITAL MARKETING
CONVERGENCE
CM443 B1 Fall 2015 – Closing Lectures

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

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

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/

Which Programs Are Getting the
Biggest Budgets (2014 Data)

Where Digital Marketing is
Heading

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/

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.

The Gartner Marketing Hub
Magic Quadrant (December
2014)

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

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

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

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

There is a Convergence
Happening in Marketing
Image courtesy IDG

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

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.

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

POE vs PESO
• Which makes more sense?

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

Defining Digital Marketing
• Digital marketing is the set of processes
and tools that centralize both the
consumer’s experience AND the brand’s
experience
• The goal of digital marketing is to drive
and create action that is mutually
beneficial to the consumer and the brand

Defining Convergence
• The slow but steady integration of media
channels, tools, strategies, techniques and
platforms
• Cannot exist without
1. A segmentation phase that will ultimately
necessitate convergence
2. A significant need to unify technology, processes or
measurement
3. A technological innovation that will enable the
integration

The Segmentation Phase
As new technologies emerge and evolve,
channel segmentation is inevitable
– As printing became cheaper and easier, multiple
newspapers emerge in each market
– As cable improves TV signal transmission, and as
digital cable allows for more channels, new TV
networks emerge
– As cell phone processing and display technology
improves, new mobile apps emerge

The Unification Drivers
The proliferation of channels and the emergence of new
technology can create potential disruptions that
necessitate convergence
– The emergence of Craigslist caused a precipitous drop in
classified ad revenue at newspapers, necessitating the
deterioration of the wall between paid and earned media
– The emergence of multiple social media platforms caused
marketing FOMA, concern about prioritization and
optimization, budgeting, etc.
– The emergence of new marketing technologies allowed
marketers to begin to build a common profile of customers
regardless of their current or preferred interaction channel

The Integration Phase
• In order to realize convergence, users of a technology, tool or
strategy need to settle on one or a small few enabling integration
technologies that provide the backbone for integration
– The concept of an electric circuit allowed us to build a phone network as
well as the precursors to today’s computers and mobile phones
– The LAMP model (Linux Operating System + Apache Web Server +
MySQL Database + PHP Programming Language) brings all of these
technologies together to create much of today’s Web experience
– The API (Application Programming Interface) allows different desktop,
web and mobile apps to talk to one another – including all of our social
media platforms and tools
– XML (Extensible Markup Language) provides the basis for HTML (used
to display web pages), RSS (Really Simple Syndication, used to
distribute content across multiple platforms)
– TCP/IP powers the backbone of the Internet

What is Converging?
• The marketing technologies that companies use
• The marketing strategies that companies engage
in
• The media categories that individuals and brands
use to interact with content and each other
• The specific channels where this interaction takes
place
• The customer and brand experiences
• The specific social media platforms and the
applications used by brands and individuals

Summary of Trends
The Big Convergence
The Trend Manifestations
Technologies
Telesales ‣ Contact Management Software ‣ SFA ‣ CRM ‣ Marketing
Automation ‣ Digital Marketing Hub
Strategies
The Four Cs:
Content + Community + Conversation + Conversion
Media
PESO vs POE:
Paid + Earned + Shared + Owned
Experience
The Brand: Unified View of the Customer
The Consumer: Unified Brand Experience
Channels
Single Channel ‣ Multi-Channel ‣ Omnichannel
Web + Print + Out-Of-Home + Email + Phone + Brick & Mortar
Platforms / Apps
Twitter + Facebook + LinkedIn + Instagram + SnapChat + YouTube +
Pinterest + Flickr + Vine + Foursquare + Meerkat + Periscope + etc.

COMMUNITY MANAGEMENT
CM443 B1 Spring 2016 – N/A

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

4 Types of Community
Members
• Commenters
• Passives
• Trolls
• Passionates

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

What is Community Management?
The Discipline of Ensuring Productive
Communities
TheIceberg
Effect

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

The Community Maturity
Model

SOCIAL MEDIA CRISIS + VIRAL
VIDEOS
CM443 B1 Spring 2016 – Week N/A

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

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

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

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

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

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!

New Media and Public Relations - Part 2 - Spring, 2016

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