While HD DVD made the list  since Blu-ray is now industry standard, I am not entirely convinced that Blu-ray is here to stay. A recent Harris Poll report indicated that consumers were uninterested in adopting Blu-ray Disc. However, a report earlier this week cited that consumer spending on Blu-ray discs was up by 91 percent, to $407 million. It will be interesting to see if Blu-ray is still around come 2019.

For any PR professionals out there who have helped launch a tech product, what are some lessons learned to avoid having a product on this list?

The New York Times article on PR and the Michael Arrington response have been a must read among PR people. I find Richard Edelman’s post the one that most clearly identifies some of the misconceptions our profession battles with.

One additional thought I’d add is that many people in Silicon Valley and in the social media space believe PR is one-dimensional: they define it as media relations. PR is not a “one-hit wonder”. It does not stand for “press release”. We build brands, enhance and protect the reputation of our clients and are here to stay. To use a music analogy, we are the Bruce Springsteen of the communications world. Not Right Said Fred.

Although it provides a good broad-brush overview of some of the social media work PR practitioners are engaging in, the story is much more about a particular PR professional who is very well connected in the Valley.

Brooke Hammerling is not only noted as a good publicist for her start-up clients, but as someone who is well connected to the tech industry’s elite cognescenti, she does some business development as well.  Because of her expansive rolodex of contacts, she can make the right introductions to the right dealmakers on behalf of  her clients.

By now,  a somewhat loosely defined influencer relations program is part of what most PR firms can offer - but biz dev is a very different beast altogether.

While PR agencies may never truly deliver business development as a distinct offering, a lesson learned here is that all agencies have their own ecosystem of contacts.

Connecting them and proactively making the right introductions within their own ecosystem can be a huge value-add and build customer loyalty.

There is a new web application that we have been using within our Digital Influence practice that I believe can be beneficial when beginning just about any initiative. It’s called “Tag Crowd” (http://tagcrowd.com/) and essentially, it allows you to make your own tag cloud from content that you either upload or copy and paste. You can also add in a URL and they will create a visual tag cloud of the word frequency contained in that entire site.

So how would this tool be useful in a PR setting?

Let’s say that you are developing a media list or influencer audit and come across a Web site that you think may be worth engaging for a client, but you aren’t 100% sold on the focus, or are a little unsure that the main topics would be relevant. Plug in the URL and you’ll get a visual map of all the key terms and categories listed on the site.

Another example. You want to get an idea of what a competitor is talking about, either on their corporate blog, or on their corporate Web site. Taking a look at www.cisco.com, for example, we find:

Not surprisingly, Cisco “networks” and “services” receive the largest number of mentions. But it’s interesting to see that “telepresence,” “video,” and “unified communications,” also receive a high volume of mentions on the site. Traditionally known for their networking and communications services, the tag cloud reinforces the company’s recent push over the last few years in promoting their video technologies.

The tag cloud also helps to uncover topics or categories that may be counterintuitive to what a company may traditionally be known for, which may reveal some key insights for your clients. Taking a look at the biotechnology company, Genentech, the tag cloud reveals a couple of interesting insights:

Long known for their work in Oncology and Infectious Disease, the tag cloud reveals a focus on “sustainability.” Additionally, the large volume of mentions of the microblogging site “Twitter,” shows the company’s move to Web 2.0 and social media technologies.

Aside from the uses that I highlighted above, the Web site also lists a number of other functions including as a blog tool or Web site analysis for search engine optimization (SEO), for visual analysis of survey data, or as brand clouds that let companies see how they are perceived by the world.

Have any additional thoughts on how this application can be leveraged on behalf of our clients? Feel free to leave a comment with your thoughts.

]]> http://www.techprnibbles.com/2009/07/create-your-own-tag-cloud/feed/ http://www.techprnibbles.com/2009/07/create-your-own-tag-cloud/ http://feedproxy.google.com/~r/TechPrNibbles/~3/EUxmnZtgvHg/ http://www.techprnibbles.com/2009/07/how-to-optimize-video-content-for-video-sharing-sites/#comments Wed, 01 Jul 2009 21:28:54 +0000 Ray Rahmati http://www.techprnibbles.com/?p=503 For those of us who spend countless hours a day in front of a computer screen, chances are, we’ve spent some portion of that day on video sharing sites such as YouTube, Blip.TV or AOL Video. According to the web analytics site, Compete.com, YouTube alone had over 76 million unique visitors to the site in May 2009 alone.

With millions of people watching hundreds of millions of videos per day and uploading hundreds of thousands of videos daily-ten hours of video is uploaded every minute according to YouTube-the task of guiding users to your video content, can be quite a challenge!

In June, I provided tips for “Implementing Video in Your PR Campaigns,” and discussed “Best Practices for Creating Video Content.” But once you have begun creating video content and posting to video sharing sites, how can you ensure that your videos will ever be viewed?

First, we need to understand how the search algorithms of video sharing sites such as YouTube work.  Videos are optimized based on the headline/title, video description, tags/keywords, total number of views, and ratings. All of these items can affect how high the video will appear in the search results.

So how can we control the items listed above to ensure that they are optimized for search? Here are some quick tips:

Headline/Title:

• Put yourself in the shoes of the average search user. What are the most basic keywords that you would input into the search box?

• While it may be tempting to put your company’s brand, or your spokesperson’s full name and title in the headline, keep it short, to the point, and make sure it captures the main keywords that you think people will search to find your video.

Video Description:

• 140 characters seem s to be the number of the day! When writing the video description field, keep the description to around 140 characters. Anything more than that and you’ll get the “…” at the end of the description in the search field.

• Similar to the headline/title, make sure that the description of your video contains all the keywords that will drive users to your video.

Tags/Keywords:

• Tagging your videos with the most relevant keywords can be one of the most important steps to video optimization. They should contain the top keywords listed in your title and description.

• List all the variations of the keywords that you may have in your video. If you are a company whose name is frequently misspelled, list all the variations. For example, if your video involves video conferencing, try different combinations such as “video conferencing,” “videoconferencing,” and “video-conferencing.”

• Ordering the tags does actually matter! When listing the tags, write them in the order you would normally type them in a sentence. So if your video is on “Trends and the Future of Cloud Computing,” list the tags as [Trends, Future, Cloud Computing]. Eliminate connecting words such as “and.”

• The natural inclination is to load the Tag area with every single keyword that you can think of that will draw attention to your video. Keep the tags to six to eight of the most relevant keywords as any more may disrupt the search algorithms.

• If you are posting videos to multiple video sharing sites, make sure to keep the titles, descriptions and tags consistent across all the sites.

Total Number of Views:

• It seems like a simple formula: the more viewers you have of a video, the higher it will appear in search results. So beyond the tips provided above, share your videos!

• Embed the video on your corporate Web site or blog.

• Have a Facebook Fan Page? Share the video with your fans. Encourage employees with accounts to share the videos with their friends.

• Post the video to relevant forums or networking groups on LinkedIn and ask for comments.

• Send out a company-wide news flash with either a link or the embedded video right in the e-mail. Send the video out to customer e-mail lists, assuming they have signed up to receive this type of content.

• Engage with video channels of partners or those that offer related content. Subscribe to their feeds and “favorite” some of their videos. This will, hopefully, encourage them to do the same and will increase your network.

• Add comments to related videos, and include a link back to your channel and videos.

Ratings:

• Whenever appropriate, encourage your viewers to provide a rating to the videos you’ve created. Again, the higher the rating, the higher the video will appear in the search results.

Keeping these tips in mind when posting to video sharing sites, we must still remember that content is king! Having compelling, interesting and thought-provoking content that provides users with an experience, will not only increase views, but will bring people back for more.

A study by the Aberdeen Group, a Harte-Hanks company, found ‘82% of companies have reallocated their planned marketing spend for 2009 to varying degrees on account of the recession.’

The Aberdeen analyst continues with what would seem to be the bleeding obvious: ‘Companies need to ensure that they’re allocating their limited marketing funds in the most productive ways possible … In other cases, companies are actually investing more aggressively in various types of marketing programs, sensing an opportunity to capitalize on the grim economic headlines.’

So for PR managers across the globe this means that marketers are probably beating a direct path to their doorstep looking to leverage ‘free PR’ to augment their dwindling demand generation dollars. This is good news.

It’s good because like the Marines, PR comes to the rescue and to the forefront of marketers’ consciousness. It’s good because PR executed and managed correctly can do enormous good for awareness, consideration and preference. And finally it’s good because social media is the next black and PR as a discipline is primed and ready to take to this new vehicle with a vengeance.

Smart PR managers will be evaluating and prioritizing their core dollars and then looking to see how they can maximize and deliver results on the incremental dollars that some of the marketing folks will bring to the table. The even smarter ones will start to factor into their PR programs effectiveness metrics and will be able to provide a correlation between the campaign or program spend and execution and whatever pre-determined measures were agreed with the marketing folks. That then provides clear accountability and enables PR to talk the marketing talk and walk it at the same time.

Unlike traditional media, social media metrics provide a fantastic opportunity to highlight PR ROI, if done correctly. Linking back a PR-specific program to traffic, or eyeballs or community conversations can be easier (and cheaper) than the more traditional qual and quant analyses of print and broadcast media. There are powerful online tools that allow you to do this and even automate the reporting.

All in all, now is a great time to be in PR.

In an interesting move, TechCrunch has just reported that You Tube launched a new channel called Reporters’ Center  over the weekend. The goal is to educate us on how to be better citizen journalists.  A number of journalists and media experts will share instructional videos with tips and advice for better reporting. Media training is a better way of describing it.

So far, 34 videos have been posted including video from CBS News’ Katie Couric and Washington Post’s Bob Woodward. That is a pretty good start.  

It also shows that real journalists DO embrace citizen journalists, which is great to see. I know from comments here in Australia, a lot of journalists have been very negative. Their reasons vary, but largely it’s either because they feel threatened, or they just like to bag the quality of it. On the latter, they often have a case, but really there is no real threat here. There is always a place for quality journalism and I think citizen journalists now provide a new source for stories, with several major events breaking first from video or a tweet.

I think this will be a great training resource, and if it means the quality of citizen journalism will improve, that has to be a good thing right?

I guess there will be some journalist’s that will still trash it, but if they do, at least they now have a chance to improve it. Like Katie and Bob, they can simply jump in front of a camera and share their tips with the rest of us. We shall see.

What do I mean by this?  Reports indicate that the train cars involved were overdue for service and that the NTSB had recommended - years ago - that the type of car involved in the accident be put out of service.  After the accident commuters expressed frustration at the Metro’s inability to update them with accurate information.  The communication issue isn’t reserved for the Metro system, according to this article in the Washington Post the mayor’s office is coming in for some criticism as well.

The problem at the heart of all this isn’t that Metro employees aren’t doing their jobs, it’s that the system doesn’t have the money, or the operating structure to conduct long term planning and replace aging equipment.

I’m convinced - and have been for some time - that the reason for this stems, in large part, from inadequate communications.

For the past five years I’ve ridden the metro because it’s safer, more cost effective and more efficient than my only other option: driving.  I’m what you might describe as a loyal customer. I have a stake in the system.

But every single day I see equipment out of order that goes unexplained or experience delays or random stops and starts that are given a perfunctory and wholly inadequate explanation. On more than one occasion, when the system does post a sign explaining maintenance, I’ve seen the end-date for the maintenance pushed back with no reason given for the obvious lack of progress. It goes without saying that there is no meaningful attempt at rider engagement.

This bothers me. Not because I’m left uniformed but because I want a metro system that doesn’t have budgetary or long term planning problems and because the system doesn’t appear to make any attempt to engage and activate me (and others) to help make that a reality.

In any endeavor, but especially those involving the general public, solutions stem from building a constituency, getting people invested in rectifying a problem, rallying them to take some sort of action.

Accomplishing this takes understanding your constituency; it involves giving them the information they need to be your best and most committed evangelists; it requires being agile and flexible enough to communicate with them on their own terms and through their preferred channels; it necessitates qualities of transparency and empathy, speed and clarity.

It takes a serious approach to listening and talking.  It takes a communicator.

The Washington Metro has established a relief fund for the victims but I’m not sure if it’s taking outside contributions.  It’s always a good idea to donate to your local Red Cross chapter, however.