Brent Payne’s SEO ConvergeSouth Keynote

Brent Payne (@brentdpayne) works for the Tribune Company, and makes sure that SEO is an important of the business communciations and content process at the paper. Brent gave the ConvergeSouth keynote on Friday Oct 1st.

History of Search: infoseek, metacrawler, Lycos, Excite, AltaVista, HotBot, Ask Jeeves. 10 years ago Google just being born. Yahoo! was big. Today we are down to four: Google, Bing, Yahoo! and Ask. Big merger coming in 2012 with Yahoo! and Bing.

Google: Trying to response to the search competition. Pulling in one boxes, music and more. Will do partnerships, example of instead of seeing LA Times will see results from who ever Google chooses to link to.

Why Care About SEO?: Lots of people do a lot of searches. Lots of opportunities to acquire customers.

Why Listent To Brent?: He started off as a spammer. Realized he did not have to beg people to buy products, when Amazon.com bought stuff from him, and he starting ranking highly.

Tribune Story: Since Jan 2007, tripped search traffic.

Traffic & Google: Over 50% of traffic should come from search. Trick of SEO is that you have to be on the first page of Google, or the other search engines. Expectations have changed. If you are not on the 1st page you are missing on 70% of the opportunity. 40% of people believe that you are the authority on a topic, if you show up on the first page of Google.

White & Black Hats: White hat, commnicating with search engines, making sure you are working to help users. Following best practices and guidelines provided by the search engines. Black hat, working against the search engines. In 2003 updated Google, and made it difficult to do black hat today. Will mention a few things on the fringe.

How People Search: When you go on the web, people are searching the copy that’s on the web. Google finds your copy, and copies it. Google Webmaster tools can help content get found. Helps you get discovered, but then your job to make sure you can get ranked. Then index the content, for Google that’s about page ranking. Used acedemic references as inspiration for the model for Google, where linking and authority are very important.


Brent Payne http://pr.typepad.com/pr_communications/2010/10/brent-paynes-seo-keynote.html

Brent Payne (@brentdpayne) works for the Tribune Company, and makes sure that SEO is an important of the business communciations and content process at the paper. Brent gave the ConvergeSouth keynote on Friday Oct 1st.

History of Search: infoseek, metacrawler, Lycos, Excite, AltaVista, HotBot, Ask Jeeves. 10 years ago Google just being born. Yahoo! was big. Today we are down to four: Google, Bing, Yahoo! and Ask. Big merger coming in 2012 with Yahoo! and Bing.

Google: Trying to response to the search competition. Pulling in one boxes, music and more. Will do partnerships, example of instead of seeing LA Times will see results from who ever Google chooses to link to.

Why Care About SEO?: Lots of people do a lot of searches. Lots of opportunities to acquire customers.

Why Listent To Brent?: He started off as a spammer. Realized he did not have to beg people to buy products, when Amazon.com bought stuff from him, and he starting ranking highly.

Tribune Story: Since Jan 2007, tripped search traffic.

Traffic & Google: Over 50% of traffic should come from search. Trick of SEO is that you have to be on the first page of Google, or the other search engines. Expectations have changed. If you are not on the 1st page you are missing on 70% of the opportunity. 40% of people believe that you are the authority on a topic, if you show up on the first page of Google.

White & Black Hats: White hat, commnicating with search engines, making sure you are working to help users. Following best practices and guidelines provided by the search engines. Black hat, working against the search engines. In 2003 updated Google, and made it difficult to do black hat today. Will mention a few things on the fringe.

How People Search: When you go on the web, people are searching the copy that’s on the web. Google finds your copy, and copies it. Google Webmaster tools can help content get found. Helps you get discovered, but then your job to make sure you can get ranked. Then index the content, for Google that’s about page ranking. Used acedemic references as inspiration for the model for Google, where linking and authority are very important. Continuar leyendo «Brent Payne’s SEO ConvergeSouth Keynote»

Personal Branding = Principles Not Ego

Josh Hyatt wrote an article about personal branding and working at a large company on money.cnn.com. The piece has caused a lot of controversy because Scott Monty, the social media guy at Ford, was featured in the article. To some, the article appears to paint Scott Monty as an egotist, and because they have so much respect for Scott many people have criticized Josh’s article.

In fact in reading through 5 pages of comments on the article, not one, except a piece of link bait is positive about the article or the writer, rather, overwhelmingly people are positive about Scott.

I must admit when I first read the article I had to read it twice to understand the nuance of what Josh was getting at. I was also slightly put off by a picture of a name badge stating, «Hello my name is Mr. Awesome.»

I reckon the first paragraph about Scott Monty soured the audience to Josh Hyatt the writer. Here’s is the first paragraph.

«Scott Monty’s personal brand doesn’t take a back seat to anyone else’s — not even that of Ford Motor Co., his employer. «I’m not somebody who can be accused of using Ford’s brand to benefit my own,» says Monty, the car giant’s first global digital and multimedia communications manager. «If anything, the opposite is true.»»

Let’s dissect this paragraph step by step:

«Scott Monty’s personal brand doesn’t take a back seat to anyone else’s — not even that of Ford Motor Co., his employer.»

This could mean that Scott cares so much for his ego, that he thinks he is more important than Ford.


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http://pr.typepad.com/pr_communications/2010/08/personal-branding-principles-not-ego.html

Josh Hyatt wrote an article about personal branding and working at a large company on money.cnn.com. The piece has caused a lot of controversy because Scott Monty, the social media guy at Ford, was featured in the article. To some, the article appears to paint Scott Monty as an egotist, and because they have so much respect for Scott many people have criticized Josh’s article.

In fact in reading through 5 pages of comments on the article, not one, except a piece of link bait is positive about the article or the writer, rather, overwhelmingly people are positive about Scott.

I must admit when I first read the article I had to read it twice to understand the nuance of what Josh was getting at. I was also slightly put off by a picture of a name badge stating, «Hello my name is Mr. Awesome.»

I reckon the first paragraph about Scott Monty soured the audience to Josh Hyatt the writer. Here’s is the first paragraph.

«Scott Monty’s personal brand doesn’t take a back seat to anyone else’s — not even that of Ford Motor Co., his employer. «I’m not somebody who can be accused of using Ford’s brand to benefit my own,» says Monty, the car giant’s first global digital and multimedia communications manager. «If anything, the opposite is true.»»

Let’s dissect this paragraph step by step:

«Scott Monty’s personal brand doesn’t take a back seat to anyone else’s — not even that of Ford Motor Co., his employer.»

This could mean that Scott cares so much for his ego, that he thinks he is more important than Ford. Continuar leyendo «Personal Branding = Principles Not Ego»

Social Media Reinvents Social Activism For Strong Relationships: My Critique Of Malcolm Gladwell’s New Yorker Article

Malcolm Gladwell in the New Yorker states that the new tools of social media have failed to reinvent social activism. He wrote a long piece explaining why he believes that relationships formed within social media are weak relationships, and used examples from the Greensboro sit-ins, and the crisis in Moldova and Iran to support his position.

He argued that without real commitment social activism cannot exist because there’s no real commitment to other individuals involved in a cause, and without that commitment in the face of the higher costs of getting involved people will drop out of a cause.

High Stakes Require Strong Relationships

Gladwell uses the sit-ins from Greensboro, NC as an example of social activism where high stakes were involved, people had to make strong commitments to the cause because the consequences of being involved were as high as physical danger and even death. And that those most involved in the sit-ins were supported by small networks of people who were connected through close relationships. Gladwell argues that because relationships formed online are loose relationships those relationships are not highly committed relationships, and any real requests for social action will fail because of the weak relationships formed within social media between people and organizations.

I agree with Gladwell, he was right, social media can be a medium where your ties to people are weak, but I also believe he misses an important factor with the use of social media. Most people have strong ties with a small group of friends, colleagues and family within their social networks. Those relationships are just as important today as they were in 1933 in the depths of the Great Depression, or in 1960 during the Greensboro sit-ins.


My Photo

Posted by John Cass | http://pr.typepad.com | © 2003-10 John Cass

Malcolm Gladwell in the New Yorker states that the new tools of social media have failed to reinvent social activism. He wrote a long piece explaining why he believes that relationships formed within social media are weak relationships, and used examples from the Greensboro sit-ins, and the crisis in Moldova and Iran to support his position.

He argued that without real commitment social activism cannot exist because there’s no real commitment to other individuals involved in a cause, and without that commitment in the face of the higher costs of getting involved people will drop out of a cause.

High Stakes Require Strong Relationships

Gladwell uses the sit-ins from Greensboro, NC as an example of social activism where high stakes were involved, people had to make strong commitments to the cause because the consequences of being involved were as high as physical danger and even death. And that those most involved in the sit-ins were supported by small networks of people who were connected through close relationships. Gladwell argues that because relationships formed online are loose relationships those relationships are not highly committed relationships, and any real requests for social action will fail because of the weak relationships formed within social media between people and organizations.

I agree with Gladwell, he was right, social media can be a medium where your ties to people are weak, but I also believe he misses an important factor with the use of social media. Most people have strong ties with a small group of friends, colleagues and family within their social networks. Those relationships are just as important today as they were in 1933 in the depths of the Great Depression, or in 1960 during the Greensboro sit-ins. Continuar leyendo «Social Media Reinvents Social Activism For Strong Relationships: My Critique Of Malcolm Gladwell’s New Yorker Article»

Jon Clement’s Podcast On U.S. Social Media


154 Blue Chrome Rain Social Media Icons

//pr.typepad.com

Also, here are the questions Jon asked, he is a former journalist, and he had some greate questions… Continuar leyendo «Jon Clement’s Podcast On U.S. Social Media»

Ja-Naé Duane Thoughts On Grocery Social Media Marketing

Ja-Naé Duane answers my questions about the U.S. grocery store number of social media followers. Ja-Naé Duane is a colleague from Boston, author of «how to start your business with $100,» and social media maven:

John: What does this chart say about the state of social media adoption among large grocery chains?

JD: There is a huge gap in the way national brands are adapting to social media as a channel verses the regional brands. However, no matter what the brand, these numbers are drastically low.

John: Why do you think national chains have a more active social media presence than regional supermarkets?

JD: The national brands extend from coast to coast and reside within heavily influenced social areas. I would guess that some of these brands are in more rural areas of the United States, where the consumers have yet to adapt to social media themselves, so those brands are waiting to spend the money and invest in social media as a channel.


Ja-Naé Duane Ja-Naé Duane answers my questions about the U.S. grocery store number of social media followers. Ja-Naé Duane is a colleague from Boston, author of «how to start your business with $100,» and social media maven:

John: What does this chart say about the state of social media adoption among large grocery chains?

JD: There is a huge gap in the way national brands are adapting to social media as a channel verses the regional brands. However, no matter what the brand, these numbers are drastically low.

John: Why do you think national chains have a more active social media presence than regional supermarkets?

JD: The national brands extend from coast to coast and reside within heavily influenced social areas. I would guess that some of these brands are in more rural areas of the United States, where the consumers have yet to adapt to social media themselves, so those brands are waiting to spend the money and invest in social media as a channel. Continuar leyendo «Ja-Naé Duane Thoughts On Grocery Social Media Marketing»

McChrystal Clear: Basic Media Training

McChrystal: The Lessons

What lessons are there to take away?

1. As apparently General McChrystal didn’t or wouldn’t, remember when you are speaking to the press that you are speaking to the press. Obvious? Maybe not enough. If you are offered an interview opportunity that may seem attractive to your business efforts, do your homework. What is the publishing organ? Is it Time or is it tmz.com? That is, is it an organization which endeavors to be fair and objective and has a reputation to match? Or is it a shoot-from-the-hip medium which is only concerned about titillating its readers/viewers?
2. Then, who is the writer? Ask for published work if it’s available so that you may review the writer’s credentials and orientations. What you are doing is protecting yourself. But what you are also doing is impressing the writer that you did your own homework, and that you cared enough about the dialogue to familiarize yourself with the writer’s work.
3. And of this, remember: Writers are people, too, with egos. If you liked something the writer wrote, say so. It’s a great ice-breaker.
4. Then, in an interview setting, measure your words. You’re not going to lose your job if you say too little. But you might, like Stanley McChrystal, lose your job if you say too much. If you hear your mind caution you about a comment or revelation you might be about to make, think a couple of homely maxims: “Better safe than sorry.” And/or “When in doubt, leave it out.”


McChrystal by John Cass
http://pr.typepad.com

Duncan Christy is a colleague of mine, he is an editor of great experience, and he was inspired to write this article about media training from his years of experience as a journalist and the McChrystal story. He kindly let me republish the article here on PR Communications Blog:

______________________

This exchange occurs very near the beginning of reporter Michael Hastings’ profile of General Stanley McChrystal in a recent issue of Rolling Stone:

«I’d rather have my ass kicked by a roomful of people than go out to this dinner,» McChrystal says.

He pauses a beat.

«Unfortunately,» he adds, «no one in this room could do it.»

With that, he’s out the door.

«Who’s he going to dinner with?» I ask one of his aides.

«Some French minister,» the aide tells me. «It’s fucking gay.»

And with that we are off to the races of one of the most colossal misfires in the history of a subject cooperating with an interview. A disaster that cost an otherwise admired career officer his career and was a huge embarrassment for the Obama administration, which had selected him specifically to lead a successful “surge” in embattled Afghanistan.

What happened? And, more to the point, how can you avoid this ever happening to you should you be a public person or a person speaking publically? Continuar leyendo «McChrystal Clear: Basic Media Training»

Marketing ROI On Eloqua’s Social Media Playbook & Content Grid Infographic

Joe Chernov is Director of Content at Eloqua, and he is a long time friend in PR and Social Media. I have tremendous respect for his quiet, studious communications skills and campaign management. So when he emailed me recently about a current campaign, I paid attention to his pitch. I asked him if he could share some stats on the campaign, here’s what Joe replied:

Joe: I have some real stats (really real ones) on our launch of the Social Media Playbook and Content Grid infographic if you would like. Huge results!

John: And yes he did, Joe described the campaign and process, and results, and the results were big, here they are:

Joe: What were we trying to do:

– Three things:

* Make Eloqua more “relevant” when it came to Web 2.0 and social media conversation. We operate in an adjacent space to social media, but hadn’t historically been part of the conversation.
* Attract a new breed of marketer to our website to discover marketing automation and Eloqua
* Increase traffic to our new corporate blog


Alan Weisman's comments on what his work day l...
Image by dancinginkproductions via Flickr

Joe Chernov is Director of Content at Eloqua, and he is a long time friend in PR and Social Media. I have tremendous respect for his quiet, studious communications skills and campaign management. So when he emailed me recently about a current campaign, I paid attention to his pitch. I asked him if he could share some stats on the campaign, here’s what Joe replied:

Joe: I have some real stats (really real ones) on our launch of the Social Media Playbook and Content Grid infographic if you would like.  Huge results!

John: And yes he did, Joe described the campaign and process, and results, and the results were big, here they are:

Joe: What were we trying to do:

– Three things:

  • Make Eloqua more “relevant” when it came to Web 2.0 and social media conversation. We operate in an adjacent space to social media, but hadn’t historically been part of the conversation.
  • Attract a new breed of marketer to our website to discover marketing automation and Eloqua
  • Increase traffic to our new corporate blog

Content grid

Continuar leyendo «Marketing ROI On Eloqua’s Social Media Playbook & Content Grid Infographic»

Updated Grocery Chain Social Media Marketing Infographic

Over at Pace Communications we updated the number of social media followers for U.S Grocery Chains Infographic. This is another example of how you can build a complete web infographic campaign. Publish updates to your infographics campaigns, not only is it easier to reproduce the infographic, you don’t have to design a new infographic, but people are already familer with your infographic campaign and will look forward to the update.


Over at Pace Communications we updated the number of social media followers for U.S Grocery Chains Infographic. This is another example of how you can build a complete web infographic campaign. U.S. Number of Social Media Followers August 2010

Continuar leyendo «Updated Grocery Chain Social Media Marketing Infographic»

Patience Is Needed In Social Media Event Marketing

I’ve really been organizing events for about 30 years. I can say that because I was always the one as a teenager who called around all of my friends and got a big group of people together for a meet up. Sometimes I lamented and wondered why no one else would organize events. Until eventually I realized that most people don’t organize stuff, and prefer to sit back and wait for others to drive events to happen.


Logo for the Addicted to Social Media Blog
Image via Wikipedia

Posted by John Cass

I’ve really been organizing events for about 30 years. I can say that because I was always the one as a teenager who called around all of my friends and got a big group of people together for a meet up. Sometimes I lamented and wondered why no one else would organize events. Until eventually I realized that most people don’t organize stuff, and prefer to sit back and wait for others to drive events to happen. Continuar leyendo «Patience Is Needed In Social Media Event Marketing»

Goodwill’s Tammy Friedeck Describes How Nonprofits Use Social Media

Tammy Friedeck is a dedicated communications professional who works for Goodwill Industries of Central North Carolina, Inc. She is speaking at the next Greensboro Social Media Club benefit event for #citizengulf (I’m helping to organize the event.) And she was kind enough to give me an interview to answer some questions about her background in PR, and social media.

Tammy Friedeck: My communications background is varied as I’ve had exposure in many different areas. My undergraduate degree is in Radio/TV and Public Relations so I’ve always worked in and around the media and as a spokesperson. While earning my MBA I learned about utilizing strategic planning when it came to communicating with any external audiences. I also started an e-zine in 1999 and began blogging personally in 2001 so I guess that was the beginning of my foray into online communications.

John Cass: How did you first get involved in using social media at Goodwill?


Tammy Friedrick Tammy Friedeck is a dedicated communications professional who works for Goodwill Industries of Central North Carolina, Inc. She is speaking at the next Greensboro Social Media Club benefit event for #citizengulf (I’m helping to organize the event.) And she was kind enough to give me an interview to answer some questions about her background in PR, and social media.

Tammy Friedeck: My communications background is varied as I’ve had exposure in many different areas.  My undergraduate degree is in Radio/TV and Public Relations so I’ve always worked in and around the media and as a spokesperson.  While earning my MBA I learned about utilizing strategic planning when it came to communicating with any external audiences.  I also started an e-zine in 1999 and began blogging personally in 2001 so I guess that was the beginning of my foray into online communications.

John Cass: How did you first get involved in using social media at Goodwill? Continuar leyendo «Goodwill’s Tammy Friedeck Describes How Nonprofits Use Social Media»

Business Blogging Set To Grow By 25% In Two Years

A new study from eMarketer estimates that 43% of US companies will be blogging by 2012. And that one third of US companies are currently blogging. No word on their level of engagement or activity, but interesting to hear about the study, given so much focus today on social networks.

eMarketer senior analyst Paul Verna thinks, “Companies are finding that blogs fill a specific niche that other forms of social media do not,”

To me that specific niche is developing content on a regular basis that helps to make their corporate website come alive for SEO, engagement with customers, and integrated social media marketing with a social networking site like Facebook, Twitter or LinkedIn.


EMarketer corporate blogs A new study from eMarketer estimates that 43% of US companies will be blogging by 2012. And that one third of US companies are currently blogging. No word on their level of engagement or activity, but interesting to hear about the study, given so much focus today on social networks.

eMarketer senior analyst Paul Verna thinks, “Companies are finding that blogs fill a specific niche that other forms of social media do not,”

To me that specific niche is developing content on a regular basis that helps to make their corporate website come alive for SEO, engagement with customers, and integrated social media marketing with a social networking site like Facebook, Twitter or LinkedIn.
Continuar leyendo «Business Blogging Set To Grow By 25% In Two Years»

5 Tips For Optimizing A Pay Per Click (PPC) Campaign

When pulling together a pay per click (PPC) strategy for a company you really have to think about what your company’s goals are. Better ROI from your PPC keyword campaigns or traffic for branding? Those goals influence what keywords you target, the development of your landing pages, ad content creation, and how you measure the success of the each pay per click campaign. Here are a few factors to consider when developing a PPC campaign.


When pulling together a pay per click (PPC) strategy for a company you really have to think about what your company’s goals are.  Better ROI from your  PPC keyword campaigns or traffic for branding? Those goals influence what keywords you target, the development of your landing pages, ad content creation, and how you measure the success of the each pay per click campaign. Here are a few factors to consider when developing a PPC campaign. Continuar leyendo «5 Tips For Optimizing A Pay Per Click (PPC) Campaign»

Social Media Requires Participation Not Registration

I met with a colleague in marketing last night and we chatted about why business people sit on the sidelines when it comes to social media, and then wonder why nothing happens when they set up their social network profiles.

Really there’s not really anything new about social media, the technology is new yes, but the method for making something happen is just the same today as it was a one hundred years ago. If you are in business, you have to actually participate.


Logo for the Addicted to Social Media Blog
Image via Wikipedia

I met with a colleague in marketing last night and we chatted about why business people sit on the sidelines when it comes to social media, and then wonder why nothing happens when they set up their social network profiles.

Really there’s not really anything new about social media, the technology is new yes, but the method for making something happen is just the same today as it was a one hundred years ago. If you are in business, you have to actually participate. Continuar leyendo «Social Media Requires Participation Not Registration»

Personal Branding = Principles Not Ego

Josh Hyatt wrote an article about personal branding and working at a large company on money.cnn.com. The piece has caused a lot of controversy because Scott Monty, the social media guy at Ford, was featured in the article. To some, the article appears to paint Scott Monty as an egotist, and because they have so much respect for Scott many people have criticized Josh’s article.

In fact in reading through 5 pages of comments on the article, not one, except a piece of link bait is positive about the article or the writer, rather, overwhelmingly people are positive about Scott.

I must admit when I first read the article I had to read it twice to understand the nuance of what Josh was getting at. I was also slightly put off by a picture of a name badge stating, «Hello my name is Mr. Awesome.»


Josh Hyatt wrote an article about personal branding and working at a large company on money.cnn.com. The piece has caused a lot of controversy because Scott Monty, the social media guy at Ford, was featured in the article. To some, the article appears to paint Scott Monty as an egotist, and because they have so much respect for Scott many people have criticized Josh’s article.

In fact in reading through 5 pages of comments on the article, not one, except a piece of link bait is positive about the article or the writer, rather, overwhelmingly people are positive about Scott.

I must admit when I first read the article I had to read it twice to understand the nuance of what Josh was getting at. I was also slightly put off by a picture of a name badge stating, «Hello my name is Mr. Awesome.» Continuar leyendo «Personal Branding = Principles Not Ego»

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