Eric Schwartzman

This digital marketing case study explains the marketing strategies of Amazon and Spotify on Facebook. It is a recording of a presentation by Facebook partner engineer Simon Cross in Paris at Le Web, where Uber, Waze, and AirBNB were launched.   

These companies use Facebook to address a longstanding problem website marketing companies have had with social media: Most channels provide no demographics on who’s listening. 

Think about it. 

RSS is a great distribution tool.  It’s practical, efficient, and cheap, but you have almost no idea who’s reading your blog or listening to podcasts and not what they think about it. 

These savvy marketers are using Facebook’s Graph API to collect basic demographics on their visitors and request permission for extended demographics in exchange for premium services that improve the functionality of their websites. 

When you are rich, make a market for your product and services.  

This podcast explains why the power of the Facebook platform is not so much Facebook.com but rather the connections, identities, and interests of the network’s users.  

Using Amazon, Spotify, and Qype’s Facebook integration as case studies, the talk suggests the social networking giant is much more than just a dotcom destination. 

It is a non-technical discussion of the Graph API, which can be used to let visitors bring their Facebook friends and interests with them to a website.    It is the second part of a presentation delivered at Le Web in Paris; his PowerPoint deck is available. 

The first part of the talk was given Facebook marketing tips with Social Plug-ins.  

Before Simon, Facebook Account Executive Xavier Leclerc shared Facebook Marketing Ideas for using Facebook Pages and gave Facebook Advertising Tips.  

Photo by Markus Spiske on Unsplash

If you're at a website marketing company scratching your head wondering how in the heck Facebook could be such a valuable digital marketing channel or trying to figure out what the real significance of Facebook as a website marketing tools is, this digital marketing case study podcast is for you. This is the second in a series of podcasts on Facebook Marketing, the first of which is about Marketing with Facebook Pages and Facebook Ads with Facebook account executive Xavier LeClerc.

Website Marketing with Facebook Tips

The benefits of installing Facebook "Like" buttons

How to use Facebook "Like" buttons to achieve massive reach

How to optimize Facebook "Like" buttons for maximum engagement

How to use the Facebook Activity Stream and Live Stream social plug-ins.

  Join Facebook partner engineer Simon Cross for a riveting presentation on why and how to use Facebook's social plug-ins to extend the reach of Facebook.com to your destination website using their social plug-ins.

Understand the benefits of integrating Facebook "Like" buttons into your site and how best to optimize them to engage the most significant number of users. 

Mr. Cross offers numerous recent case studies from well-known organizations like The Independent newspaper in the UK and the BBC. He talks about which social plug-ins to use based on your marketing objectives.

This presentation was recorded at Le Web in Paris

Photo by Nghia Nguyen on Unsplash

What makes social media marketing so elusive for old school marketers is scalability. 

An individual’s social network is tiny compared conventional, mainstream media audiences.

The prospect of going head to head with a million audiences of 12 seems impossible.   

In this special episode, recorded at Le Web in Paris:

Facebook account executive Xavier Leclerc explains how Facebook Pages are being used by brands to get fans to recommend their products and service to their Facebook friends, and there’s nothing more trusted than the advice of a friend.  La Coste’s 3.8 million Facebook friends have 112 friends collectively and they’re combining Facebook Page publishing with Facebook Ads to continue to expand their social graph.Find out how they’re doing it, Facebook’s future plans for FBML, best practices for Facebook Page Marketing, best practices for Facebook Ads, Facebook’s own scaling challenges and the tangible business benefits of marketing with Facebook Pages. 

Photo by Will Francis on Unsplash

Social media effectiveness and crafting social media policies are based on the unique goals of your communications strategy, says Rich Teplitsky, Technology Section Chair for the Public Relations Society of America and VP at Lois Paul & Partners, a high-tech PR firm based in Boston with a field PR office in Austin.

Social media monitoring is challenging unless your public relations agency understands why it engages in social media and has identified the right tools for measuring social networking effectiveness.

In this episode, Rich joins guest hosts Sandra Burrowes and Greg Reeder about social media monitoring, social media measurement trends, and the art of setting social media policy.

ASysomos analysis of 1.2 million tweets over two months reported that 71 percent of tweets did not stimulate a reply or a retweet on Twitter. Is this failure or success?

That depends, says Teplitsky, on whether the individual, company, or organization is using the channel to engage, inform, build a brand, or drive traffic to a website, for example.

Different tools are used to measure other social media goals, and it takes a well-informed public relations professional to stay current with the best tools for the job.

To create sound social media policy with organization-wide buy-in, public relations pros should gather representatives from every department that has a stake in social media and broker two sets of suitable policies—one for employees (or organization members) and one for the PR/marketing people who will communicate on behalf of the company.

Teplitsky also discusses the challenge for PR professionals to stay on the “cell-dividing edge” of emerging technology and outlines three areas of rapid growth: cloud computing, wireless devices and content banking.

ABOUT THE GUEST HOSTS

Based in Minneapolis/St. Paul, Sandra Burrowes, Senior Public Affairs Specialist at The Mayo Clinic, and Greg Reeder, Marketing Director at SAP. Burrowes is also an associate with the Chartered Institute of Public Relations.

If you couldn’t make it to Paris for Le Web, this podcast gives you all the major announcements and insights in one, terrific, jam-packed episode I think you’ll enjoy.  

Andrea Vascellari and I recap the highlights and announcements made at Le Web 2010 in Paris, as well as some of the lessons we learned at the conference.    

Topics discussed:

The latest statistics on Foursquare usage, growth rates and what they charge for custom badges from co-founder Dennis Crowley, as well as how they plan to compete against Facebook Places.

Facebook Connect usage, growth rates and installed base from Ethan Beard, Director of the Developer Network at Facebook, as well as Facebook’s number of users in the UK, France, Italy and Germany.

Marissa Mayer’s Android 2.3 Gingerbread demo of Google Maps on the new Samsung Nexus S

Pet Society’s sales volume and the free to paid social gaming conversion rates they’re seeing from Sebastien de Halleux, Co-Founder, Playfish & VP, Business Development & Strategic Partnerships, EA Interactive.

Number of paid and unpaid Angry Birds downloads announced by Mikael Hed, CEO of Rovio.

Gary Vaynerchuk and Loic Lemeur’s insights on how the velocity of social media interaction can be used to either escalate or diminish engagement levels, and what that means for organizations.

Matthias Lufkens on Twitter Diplomacy and how government officials with Twitter accounts are too often undiplomatic , and probably don’t even know it.

Gabe Rivera of Tech Meme’s insightful comment about what Wikileaks means for the #gov20 space.

The keynote by Carlos Gohsn, Chairman & CEO of Renault S.A. & Nissan on how the human desire for autonomy impacts the way networks evolve.

Special Thanks to Kristie Wells for the photo and APM Music for the production music.

Vegas is desert country. Hot, dry and merciless. Yet amidst the harsh terrain are fountain shows, golf courses and lush gardens, which all appear to be hugely irresponsible water wasters. 

But according to the local newspaper, the attractions aren't the problem.  The worst offenders are rich Las Vegas celebrities, who maintain green acres that should be barren.  

In this podcast, you'll find out which Las Vegas celebrities waste the most water annually and why, at least at this point, there's very little the state can do about it.  It's a show about water usage in Las Vegas, who uses the most water per square foot and what Nevada State and Municipal Government are doing to promote water conservation.  

Our guets is Bob Conrad, communications officer for the Nevada Department of Conservation of Natural Resources, which conserves, protects, manages, and enhances the state’s natural resources in order to provide the highest quality of life for Nevada’s citizens and visitors.

Bob is also the author of The Good, the Bad, the Spin about the news media, public relations agency practices and crisis communications. He maintains a blog by the same name.  

SHOW NOTES  

01:02 -- Appropriating water rights in the state of Nevada and the factors on which determinations are made for water usage in Las Vegas.  

02:07 --  Water is not a finite resource. Groundwater in Nevada is recharged and replenished.  Jurisdiction over household water usage is governed at the municipal level, but they can and do issue citations for in appropriate water use.  

04:17 --  In Las Vegas, it’s not the fountain show at the Bellagio Hotel or the golf courses that use the most water. More than 50% of the water used in Las Vegas is used by households. Resorts use roughly 7% of the water and industrial entities use 13 to 14%. Also, most of the golf courses use treated effluence for irrigation, which is essentially decontaminated waste water.  

06:04 -- Fight promoter Don King used and 385,000 per square foot, or more than 2,000,000 gallons at his 5,358 square foot property in 2008, according to Las Vegas Review Journal records.  

07:27 -- Prince Jefri Bolkiah of Brunei used 17.3 million gallons, more than any other property owner in the Las Vegas, and Ebay founder Pierre Omidyar used 13.7 million gallons, making him the second biggest consumer of water, according to Nevada State records, presenting a significant challenge to Clark County and the Southern Nevada Water Authority.  

09:15 -- “Not  a Drop in the Bucket,” an article by Henry Brean about water usage in Las Vegas which appeared in the Las Vegas Review Journal on March 22, 2009.  

10:36 -- The third biggest consumer of water was Daniel Greenspun of the Greenspun Media Group, who used 8.7 million gallons of water at his 7-acre property in 2008.  

14:30 -- Danny Gans, Fred Segal, Floyd Mayweather, Jack Galardi, Sheldon Aldelson, Celine Dion, Jerry Lewis and Garry Maddox are among the thirstiest celebrities in Las Vegas.  

17:02 -- Dealing with the over usage of water by individuals with deep pockets is one the biggest challenges municipal authorities face because responsible use has not been defined.  The current economic environment, which is resulting is less tourism to Las Vegas and more residents leaving the state though, is having the biggest impact on water conservation.  

20:07 -- What has hurt gaming revenue in Nevada the most is that gambling has opened up in other states, particularly Indian Gaming in California.  Reno has seen a huge hit to its gaming revenue, and the state is facing a budget crisis, primarily due to reduced casino and hospitality revenue.  

21:03 -- Unemployment levels in Nevada are at the same rate as they were during the great Depression.  The upcoming January citizen legislature meeting may result in increased taxes and the reduced services.  

22:15 -- Nevada is in a severe financial crisis that is among the worst in the nation.  The housing market was a big contributor, but the fact that Nevada has no state taxes puts it in a precarious predicament when tourism revenue dips, because there’s nothing for the state to fall back on.  

25:22 -- Las Vegas hotel rooms and buffets used to cost almost nothing.  To what extent do the higher prices give the industry something to fall back on when casino revenue is down?  Do visitors need to gamble for hospitality concerns to make money?  

27:15 -- End

Special thanks to Christel Hall of ProWrite Public Relations for arranging this interview.

Photo by Brad Helmink on Unsplash

Each December, roughly 2,500 technology executives and digital marketing agencies convene in Paris for Le Web, a two-day conference where start-ups pitch venture capitalists and emerging technology companies demo their wares.  

Founded by Loic Le Meur and his wife Geraldine, Le Web has grown in popularity over the years and has come to be know as one of the European technology conferences to be and be seen at.

I’m going as an official conference podcaster and continuing on to Frankfurt the following week to teach a US-German Social Media Boot Camp which will be a two-day social media training on the 14th and 15th of December 2010 with DDP Direct (acquired by MyNewsDesk).  

I have wanted to attend Le Web for a couple of years now, so I was excited when Andrea Vascellari (@vascellari), the CEO of itive.net, suggested to the conference organizers that I be invited as an official conference podcaster and the dates dovetailed nicely with my upcoming Frankfurt gig so I'm going.

In this Le Web Preview Podcast, Andrea and I are joined by two other Official Le Web conference bloggers: Tara Hunt (@missrogue) and Algerian blogger Ismail Chaib.  

Before we discuss the agenda and survival tips for getting the most out of the conference, we talk about Facebook Messaging, the impact of globalization and technology on the economy and the world outside the tech bubble.

At the conference, I’ll talk to other Le Web Conference bloggers, including Henriette Weber, Nebojsa Radovic, and Erno Hannink. 

Photo by Chris Heuer.

The decision by the US Department of Defense to embrace social media marked a significant turning point in its communication strategy. This transformation was underscored by an official social media policy, which explicitly prohibited the blocking of access to social media indefinitely on their nonclassified network.

The policy shift reflected a proactive approach to adapting to the changing digital landscape and recognizing the importance of engaging with the public and military personnel through online platforms. Earlier this year, I had the opportunity to delve into the origins and motivations behind this pivotal decision in a detailed blog post, shedding light on the strategic thinking underpinning this move towards greater openness and transparency.

The value of this podcast lies in the compelling narrative of a fundamental shift within the US Military's communication approach – a shift from the traditional command and control structure towards a more dynamic and adaptive network strategic communications hierarchy.

This transformation mirrors broader changes in how organizations, including the military, engage with their audiences and stakeholders. It recognizes that effective communication in the digital age necessitates a more interconnected and responsive approach, where information flows more freely and collaboration is encouraged. This podcast explores the intricacies of this transition, offering valuable insights into how the US Military is evolving to meet the challenges of a rapidly changing media landscape.

“We’re in the churning point, [and we’re moving] from a hierarchical to a networked structure," says Jack Holt, director of emerging media at the US Dept. of Defense, who I sat down with at the PRSA International Conference in DC for this podcast. 

According to Jack, when it comes to social media, DoD is moving from command and control to a more distributed network hierarchy, which depends heavily on teaching service members not so much about social media skills but rather the path to peace in a networked world.  

In addition to its applications in public relations and public affairs consulting, social media networked information technology offers a profound opportunity to enhance knowledge management within organizations and safeguard organizational intelligence. This becomes especially crucial when service members regularly transition between various operations and commands. By leveraging social media tools, organizations can streamline the sharing of valuable knowledge and insights among team members, ensuring that critical information is readily accessible to those who need it, regardless of personnel changes and shifts in responsibilities.

One noteworthy topic of discussion is the Blogger Roundtable at DoD Live, which exemplifies the military's efforts to engage with social media influencers and experts, fostering dialogue and exchange of ideas. Additionally, the significance of social media training cannot be overstated, as it empowers personnel with the skills needed to navigate and harness the potential of these platforms effectively.

The interview delves into the online effectiveness of groups like Al Qaeda, emphasizing the need for a comprehensive understanding of their digital strategies to counteract their influence. The use of video, as exemplified in events like the Gaza Flotilla Raid, highlights the evolving role of multimedia content in shaping public perception and disseminating information.

Finally, the discussion also touches upon the delicate balance between speed and accuracy in social media communication. While the immediacy of social media allows for rapid dissemination of information, organizations must prioritize accuracy to ensure the credibility of their messages and decisions. These diverse topics underscore the multifaceted nature of social media's impact on organizations and their ability to navigate the ever-evolving digital landscape effectively.

Social media monitoring has emerged as the first step in any effective social media marketing or social media ROI initiative.

Even traditional market research firms like Nielsen offer integrated solutions for listening to online conversations.

If you want to update your understanding of sentiment analysis, social media monitoring ethics or natural vs. computational language processing, this podcast featuring top market research industry thought leaders is for you.  

It is a recording of a panel that was titled “Separating the Wheat from the Chaff: The Nitty Gritty of Social Media Monitoring” which I arranged and moderated for the Market Research Association at their First Outlook Conference in Orlando. 

The social media analytics experts I brought down were Christopher Ahlberg, Ph.D., CEO, Recorded Future; Barry de Ville, Analytical Consultant, SAS Institute; Rob Key, CEO, Converseon; and Valery Miftakhov, Associate Principal, McKinsey & Company NM Incite, which is providing consulting services in partnership with Nielsen.

Discussion topics include:

Appropriate use cases for sentiment analysis where 60% accuracy is a best case scenario

Natural language processing algorithms

Computational language processing algorithms

Analyzing non-text based online information

Applying the prism of social science to social media measurement

The change management aspect of social media metrics and integrating it into the enterprise

Influence mapping and computing power nodes within networks

Annie Pettit asks about the Nielsen BuzzMetrics “Patients Like Me” password-protected data scrapping incident reported in the Wall Street Journal

Imposing temporal logic over social media tracking; normalizing data; validity of online panels

I led a digital marketing training seminar for market researchers the day before.  

Photo by The Climate Reality Project on Unsplash

Meet the new Public Relations Society of America CEO & Chair-Elect Rosanna Fiske, who joins guest host Sandra Burrowes to discuss how the Public Relations Society of America (PRSA) will support PR professionals in 2011.

Throughout the year, the Public Relations Society of America’s strategic communications planning team canvassed senior-level public relations firm professionals in New York, Atlanta, Miami, Chicago, and Los Angeles for their views on the future of the public relations industry and to identify the core needs of PR professionals. The new (draft) PRSA strategic plan emphasizes and expands on the organization’s five pillars--advocacy, the business case for public relations, community, diversity, and education--and will put a new focus on ethics, excellence, and society management.

Social media continues to be a growing edge for the industry. While the Public Relations Society of America offers significant training and development opportunities, Fiske cautions that social media is only one of many digital marketing tools and neither a communications strategy nor a required foundation for a successful communications initiative.

She also discusses the value of the Public Relations Society of America's Accredited in Public Relations designation and the general benefits of involvement in the industry.

A 20-year public relations veteran, CEO, and Chair-Elect of the Public Relations Society of America, Rosanna Fiske is also the graduate coordinator and associate professor of advertising and public relations at South Florida’s largest public research university, Florida International University, in Miami, Florida.

These podcast show notes were written and optimized by Sandra Burrowes, Senior Public Affairs Specialist at The Mayo Clinic.

Photo by PRSA Tampa Bay.