social media training :: market research association :: first outlook conference
TRANSCRIPT
Social Media Training
Social Media Research Workshop – Market Research Association
@EricSchwartzman - #smrw
First Outlook Conference, - Nov. 2, 2010
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
2
Housekeeping
• Expectations
• Immersive workshop
• New vocabulary
• Broad vs. Focused
• Slide numbers
• Digital handouts
• Hashtag #smrw
3
Digital Survey
• Private vs. Public vs. Nonprofit
• Engagement vs. Monitoring vs. Analysis
• Keyword Discovery Wordle
• Inbound Links
• Twitter Geo Search
• Subscribe to Wikipedia Article Revision History
4
Social Media by the Numbers
5
Mayor Jerry Brown
Britney Spears
News Media Addict
Star Wars 30th Anniversary
Pussycat Dolls
Academy Awards
8
Plenty of Options
Public Affairs
CustomerRelations
Investor Relations
Labor Relations
Community Relations
Industry Relations
Media Relations
Analyst Relations
Public Relations
9
Media Relations
Mass Media Addict
Television Magazines
Radio
Newspapers
15
Web Surpasses Mainstream Media Channels
Source: Pew Internet
16
Analog Dollars to Digital Pennies
Source: Newspaper Association of America
17
Law of Diminishing Returns
Source: Paper Cuts
19
New Media as Mass Media
Photo by Adulau
20
Outbound Communications
21
Web Gets Social
Microblogging
SEO
Blogs/PodcastsContent Social
Networks
Websites
Pure SocialNetworks
Monitoring
23
Press Release Redefined
Source: Pew Internet
Percentage of Internet users who sited each type of site as their favorite
24
People Go Around Companies
25
Rep
utatio
n
Mainstream News Media
Conversations Shape Reputation
Source: Shel Holtz
26
Business Case for Engagement
Whopper Big Mac SubwaySource: This Piggy Blog
27
Business Case for Engagement
Whopper Big Mac Subway
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Those Conversations are Media
Source: 2010 Edelman Trust Barometer
33
How Does this Change Market Research?
Source: Wired Magazine
34
From the Educated Guess...
“Essentially, all models are wrong, but some are useful.”
George E. P. Box in 1987
Professor Emeritus of Statistics
University of Wisconsin
35
To Mining and Modeling Actual Conversations
"All models are wrong, and increasingly you can succeed without them.“
Peter Norvig
Research Director
36
Open Source Data as Control Group
Source: Wired
37
PC Adoption by Businesses
Financial
• Back Office
• Financial Modeling, Accounting
Service & Support
• Customer Relationship Management
• Technical Support, KM
Business Lines
• Distribution, Sales, Marketing
• Manufacturing, Legal, HR
38
Social Media Adoption by Business
Source: Altimeter Group
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Social Media Adoption by Business
Source: Altimeter Group
40
Social Media Marketing Adoption in Business
Source: Altimeter Group
41
Social Media Marketing Adoption in Business
Source: Altimeter Group
• Monitoring conversations
• Defending the brand
• Real time course correction
• Social media interactions from real world events
45
Shortcomings of Social Networks
47
Shortcomings of Tools
Source: Jamie Beckland, White Horse
48
Other Shortcomings
• Latency
• Sentiment Analysis
• Artificial intelligence
49
The Bad News
"Companies have learned to do more with less," Welch said.
Jack Welch on the impact of technology on business
Source: Time Magazine
51
Case Study: Real Time Analysis
http://www.youtube.com/watch?v=InrOvEE2v38
53
Digital Life covers 46 markets and 88% of the global internet population
More than twice as many markets as any other study of its kind
53
Latin America
North America
Sub-Saharan Africa
Middle East &
N. Africa
North & West Europe
South & East
Europe
Developed Asia
Emerging Asia
China India
54
It’s Time to Play…
Who Wants
to be a
Social
Media
Research
Rock Star?
55
Digital Penetration vs. MSM
Source: TNS Digital Life Study, Oct. 10, 2010
56
Social Networking is Truly Mass Market
Source: TNS Digital Life Study, Oct. 10, 2010
57
Social Networking vs. Email
Source: TNS Digital Life Study, Oct. 10, 2010
58
What Activities People Do Most Online with Who
Source: TNS Digital Life Study, Oct. 10, 2010
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Time Spent Online
Source: TNS Digital Life Study, Oct. 10, 2010
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Canada vs. US
Source: TNS Digital Life Study, Oct. 10, 2010
61
UK vs. South Africa
Source: TNS Digital Life Study, Oct. 10, 2010
62
Germany vs. China
Source: TNS Digital Life Study, Oct. 10, 2010
63
Privacy Concerns in the US are Declining
64
Digital Lifestyles
Source: TNS Digital Life Study, Oct. 10, 2010
65
Digital Lifestyles by Geography
Functionals Aspirers Networkers
Knowledge Seekers Communicators Influencers
68
State of Search and the Net
3 billion – Daily Google searches processed 1.6 billion – Worldwide online population 230 million – American with Net access 93% -- Americans with high-speed access 228 million – Americans with mobile phones
Source: Googled by Ken Auletta
75
Case Study: Organic Blog Optimization
76
Case Study: Inbound Links
78
Case Study: Search Results
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Case: Fewer Inbounds, Higher Rank?
81
Writing for Search
Wit, irony, humor and style
Clever titles and headlines
Search engine technologists vs. marketing experts
AP – Headlines 40 characters or less
For People For Search
Section: “Real Estate” Section: “Homes”
Section: “Scene” Section: “Lifestyle”
Section: “Taste” Section: “Food”
Headline: “Unsafe sex: Has Jacob Zuma’s rape trial hit South Africa’s war on AIDS?”
Headline: “Zuma testimony sparks HIV fear”
Headline: “Tulsa star: The life and career of much-loved 1960’s singer”
Headline: “Obituary: Gene Pitney
Headline: “It’s Chemistry Over Pedigree as Gators Roll to First Title”
Headline: “Gators Cap Run with First Title”
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Brief and Concise
86
Title Tags
1. Title Tag in Web Page HTML (View > Source in a Browser)
2. Title Tag in Browser Title Bar
3. Title Tag in Search Results
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Meta Page Descriptions
1. Meta Description in Web Page HTML (View > Source in a Browser)
2. Meta Page Description in Search Results
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Why Meta Descriptions Matter
Source: Eyetrack 3
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Density Analyzers
http://tools.seobook.com/general/keyword-density/
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SEOed Landing Page
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1. Check for Title Tags
100
2. Check for Meta Page Descriptions
101
3. Check for Dynamic Meta Content
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5. Search Press Release Headlines
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Flash and Search
106
Google Instant & Google Predictions
107
Who is More Influential?
vs.
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Step 1: Search Visibility
Source: Yahoo! Site Explorer
110
Step 3: Word of Mouth
Source: Blogpulse Conversation Tracker
111
Break
http://ontherecordpodcast.com/pr/otro/facebook-measurement-omniture-jeff-jordan-tim-waddell.aspx
112
Filtering Social Media
Brian Solis
113
Filtering through Search
“It’s not information overload, it’s filter failure.”
Clay Shirky, author, Here Comes Everybody
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• Company
• Services
• Professional
• Best
• Top
• Leading
• Internet
• Organization
• Marketing
• Business
• Solution
• Online
• City Name
• Surrounding Suburbs
• State (including abbreviations NYC, IL, FL, WA, etc.)
• County Name
B2B Modifiers
• RFP
• RFI
• Bid
• Quote
• Rates
• Pricing
• Deals
• Affordable
• Offers
• Packages
• Quality
• Cheap
Complex Keyword Phrase Modifiers
122
Keyword Discovery with Wordles
Source: Andrea Vascellari
123Source: Andrea Vascellari
Keyword Discovery with Wordles
124Source: Andrea Vascellari
Keyword Discovery with Wordles
125Source: Andrea Vascellari
Keyword Discovery with Wordles
126Source: Andrea Vascellari
Keyword Discovery with Wordles
128
RSS Readers
Leveraging RSS:
1. Browsers
2. Web-based readers
3. Desktop-based readers
4. Email clients
131
Demo: Search a Keyword in Google News
Locate the RSS Icon at the Bottom of the Google News Search Results
133
Live Demo: Add RSS feed to Google Reader
Clicking “Add a subscription” button opens field to insert URL of RSS Feed
134
Demo: Add RSS feed to Google Reader
Google News Feed Loaded in Google Reader
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Demo: Convert Blog Search Results to RSS
Click the RSS option to subscribe to these search results in Google Reader
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Demo: Convert Blog Search Results to RSS
Copy the URL of the web page on which the RSS feed is displayed
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Demo: Enter RSS feed in Google Reader
Paste the Blog Search Results URL into the “Add a subscription” pop-up field
139
Demo: News and Blog RSS Feeds in Google Reader
Google Blog Feed Loaded in Google Reader
141
Demo: Subscribe to a Twitter RSS Feed
Paste the Twitter Search Results RSS Feed URL into the “Add a subscription” pop-up field
143
Demo: Wikipedia RSS feed in Google Reader
Edits to the Wikipedia article appear in real time
Edits by Anonymous Users
144
Demo: Monitoring Online Forums in Google Reader
Show Tools link in Menu Bar Opens RSS Option
145
Demo: Monitoring Online Forums in Google Reader
Forums RSS Feed Loaded in Google Reader
Click “Manage subscriptions” link to put feeds into folders
146
Demo: Managing Subscriptions in Google Reader
Select “Add to folder” “Cheonan”
147
Demo: Managing Subscriptions in Google Reader
Select “Add to folder” “New folder”
155
Understanding Web Stats: Refresher Tutorial
162
Understanding Web Stats
• Entries pages
• Traffic sources: search, referrals and directs
• Pages and keywords by bounce rate & time on page
163
Understanding Facebook: Insights
Source: Facebook Presentation “Working Together to Build Social News”
164
Facebook: Goals
Source: Facebook Presentation “Working Together to Build Social News”
165
Facebook: Results
Source: Facebook Presentation “Working Together to Build Social News”
166
Facebook: Traffic
Source: Facebook Presentation “Working Together to Build Social News”
167
Facebook: What’s Most Engaging?
Source: Facebook Presentation “Working Together to Build Social News”
168
Facebook: Reach a Younger Audience
Source: Facebook Presentation “Working Together to Build Social News”
170
Facebook Measurement: SiteCatalyst
171
Measurement Resource
http://ontherecordpodcast.com/pr/otro/facebook-measurement-omniture-jeff-jordan-tim-waddell.aspx
175
Case Study: Social Media Dashboard Findings
Cairo Speech “Obama” Peak “Freedom” Peak
176
OnTheRecordPodcast.com
@ontherecord
facebook.com/ontherecordonline
Link in iTunes
177
The Only B2B Social Media Book
ORDER ATAmazon :: Barnes & Noble :: Borders
178
Keep in Touch
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook
linkedin.com/in/schwartzman Linkedin
youtube.com/spinfluencer YouTube
slideshare.net/ericschwartzman Slideshare
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
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