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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
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Housekeeping
• Expectations
• Immersive workshop
• New vocabulary
• Broad vs. Focused
• Slide numbers
• Digital handouts
• Hashtag #smrw
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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
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Social Media by the Numbers
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Mayor Jerry Brown
Britney Spears
News Media Addict
Star Wars 30th Anniversary
Pussycat Dolls
Academy Awards
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Plenty of Options
Public Affairs
CustomerRelations
Investor Relations
Labor Relations
Community Relations
Industry Relations
Media Relations
Analyst Relations
Public Relations
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Media Relations
Mass Media Addict
Television Magazines
Radio
Newspapers
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Web Surpasses Mainstream Media Channels
Source: Pew Internet
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Analog Dollars to Digital Pennies
Source: Newspaper Association of America
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Law of Diminishing Returns
Source: Paper Cuts
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New Media as Mass Media
Photo by Adulau
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Outbound Communications
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Web Gets Social
Microblogging
SEO
Blogs/PodcastsContent Social
Networks
Websites
Pure SocialNetworks
Monitoring
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Press Release Redefined
Source: Pew Internet
Percentage of Internet users who sited each type of site as their favorite
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People Go Around Companies
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Rep
utatio
n
Mainstream News Media
Conversations Shape Reputation
Source: Shel Holtz
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Business Case for Engagement
Whopper Big Mac SubwaySource: This Piggy Blog
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Business Case for Engagement
Whopper Big Mac Subway
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Those Conversations are Media
Source: 2010 Edelman Trust Barometer
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How Does this Change Market Research?
Source: Wired Magazine
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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
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To Mining and Modeling Actual Conversations
"All models are wrong, and increasingly you can succeed without them.“
Peter Norvig
Research Director
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Open Source Data as Control Group
Source: Wired
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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
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Social Media Adoption by Business
Source: Altimeter Group
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Social Media Adoption by Business
Source: Altimeter Group
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Social Media Marketing Adoption in Business
Source: Altimeter Group
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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
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Shortcomings of Social Networks
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Shortcomings of Tools
Source: Jamie Beckland, White Horse
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Other Shortcomings
• Latency
• Sentiment Analysis
• Artificial intelligence
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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
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Case Study: Real Time Analysis
http://www.youtube.com/watch?v=InrOvEE2v38
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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
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Latin America
North America
Sub-Saharan Africa
Middle East &
N. Africa
North & West Europe
South & East
Europe
Developed Asia
Emerging Asia
China India
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It’s Time to Play…
Who Wants
to be a
Social
Media
Research
Rock Star?
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Digital Penetration vs. MSM
Source: TNS Digital Life Study, Oct. 10, 2010
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Social Networking is Truly Mass Market
Source: TNS Digital Life Study, Oct. 10, 2010
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Social Networking vs. Email
Source: TNS Digital Life Study, Oct. 10, 2010
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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
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UK vs. South Africa
Source: TNS Digital Life Study, Oct. 10, 2010
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Germany vs. China
Source: TNS Digital Life Study, Oct. 10, 2010
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Privacy Concerns in the US are Declining
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Digital Lifestyles
Source: TNS Digital Life Study, Oct. 10, 2010
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Digital Lifestyles by Geography
Functionals Aspirers Networkers
Knowledge Seekers Communicators Influencers
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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
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Case Study: Organic Blog Optimization
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Case Study: Inbound Links
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Case Study: Search Results
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Case: Fewer Inbounds, Higher Rank?
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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
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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
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2. Check for Meta Page Descriptions
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3. Check for Dynamic Meta Content
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5. Search Press Release Headlines
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Flash and Search
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Google Instant & Google Predictions
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Who is More Influential?
vs.
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Step 1: Search Visibility
Source: Yahoo! Site Explorer
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Step 3: Word of Mouth
Source: Blogpulse Conversation Tracker
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Break
http://ontherecordpodcast.com/pr/otro/facebook-measurement-omniture-jeff-jordan-tim-waddell.aspx
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Filtering Social Media
Brian Solis
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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
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Keyword Discovery with Wordles
Source: Andrea Vascellari
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123Source: Andrea Vascellari
Keyword Discovery with Wordles
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124Source: Andrea Vascellari
Keyword Discovery with Wordles
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125Source: Andrea Vascellari
Keyword Discovery with Wordles
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126Source: Andrea Vascellari
Keyword Discovery with Wordles
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RSS Readers
Leveraging RSS:
1. Browsers
2. Web-based readers
3. Desktop-based readers
4. Email clients
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Demo: Search a Keyword in Google News
Locate the RSS Icon at the Bottom of the Google News Search Results
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Live Demo: Add RSS feed to Google Reader
Clicking “Add a subscription” button opens field to insert URL of RSS Feed
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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
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Demo: News and Blog RSS Feeds in Google Reader
Google Blog Feed Loaded in Google Reader
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Demo: Subscribe to a Twitter RSS Feed
Paste the Twitter Search Results RSS Feed URL into the “Add a subscription” pop-up field
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Demo: Wikipedia RSS feed in Google Reader
Edits to the Wikipedia article appear in real time
Edits by Anonymous Users
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Demo: Monitoring Online Forums in Google Reader
Show Tools link in Menu Bar Opens RSS Option
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Demo: Monitoring Online Forums in Google Reader
Forums RSS Feed Loaded in Google Reader
Click “Manage subscriptions” link to put feeds into folders
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Demo: Managing Subscriptions in Google Reader
Select “Add to folder” “Cheonan”
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Demo: Managing Subscriptions in Google Reader
Select “Add to folder” “New folder”
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Understanding Web Stats: Refresher Tutorial
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Understanding Web Stats
• Entries pages
• Traffic sources: search, referrals and directs
• Pages and keywords by bounce rate & time on page
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Understanding Facebook: Insights
Source: Facebook Presentation “Working Together to Build Social News”
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Facebook: Goals
Source: Facebook Presentation “Working Together to Build Social News”
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Facebook: Results
Source: Facebook Presentation “Working Together to Build Social News”
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Facebook: Traffic
Source: Facebook Presentation “Working Together to Build Social News”
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Facebook: What’s Most Engaging?
Source: Facebook Presentation “Working Together to Build Social News”
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Facebook: Reach a Younger Audience
Source: Facebook Presentation “Working Together to Build Social News”
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Facebook Measurement: SiteCatalyst
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Measurement Resource
http://ontherecordpodcast.com/pr/otro/facebook-measurement-omniture-jeff-jordan-tim-waddell.aspx
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Case Study: Social Media Dashboard Findings
Cairo Speech “Obama” Peak “Freedom” Peak
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OnTheRecordPodcast.com
@ontherecord
facebook.com/ontherecordonline
Link in iTunes
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The Only B2B Social Media Book
ORDER ATAmazon :: Barnes & Noble :: Borders
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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
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