EDF Staff Retreat - Intro to Social Media

Social Media Overview

EDF Staff Retreat

@EricSchwartzman

Ocean Place Resort New Jersey Ocean Place Resort, New Jersey

Oct. 21, 2009

Social Media by the Numbers

2

News Media Addict

Britney Spears

Pussycat DollsAcademy Awards

3

Mayor Jerry Brown

Star Wars 30th Anniversary

Message Map

Overarching Message

Supporting Messages

Data Points

4

Mainstream Media Training

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Leveraging the Media’s Reach and Frequency

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Controlled Communications

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Conforming to News Cycles

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Photo by Olivander

Scoring Ink

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Plenty of Options

Media Relations

CustomerRelations

Investor Relations

Public Affairs Labor RelationsPublic Relations

Community Relations

Industry Relations RelationsRelations

Analyst Relations

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Mass Media Addict

Newspapers

Media RelationsTelevision Magazines

Radio

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Illusion of Control

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Web Surpasses Mainstream Media Channels

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Source: Pew Internet

Analog Dollars to Digital Pennies

14Source: Newspaper Association of America

Charitable Contributions Migrate Online

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Social Web Offered Advertisers Greater Value

16Source: namechk

What is Social Media?

17Source: 2009 Edelman Trust Barometer

The Case for Engagement

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Social Media – How it WorksO

pinn

ion

19Mainstream News MediaSource: Shel Holtz

Online Myths are Truth for Some People

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Surrender to the Edges

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Source: Cobalt123

Discoverability and Amplification

Websites

New Media

Monitoring Email

Microblogging SEO

Blogs/PodcastsContent SocialN t k

Blogs/Podcasts

Pure SocialNetworks

Networks

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Networks

Social Media

Social Media Strategy

Listen

EngageBuild Community

Invite or Provide Content

Generate Buzz

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Content

Based on Beth Kanter’s Social Media Game

Social Media Demographics

24Source: Forrester Research

Listening with Google

Filtering the Online Noise

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Filtering the Online NoiseThursday at 9:40AM in Monmouth Room 3Lauren Guite

Anatomy of a Microblog

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Anatomy of a Microblog

External Communications

Media Relations

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Twitter as a News Source

28Source: Examiner.com

We Do You Follow?

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Misunderstanding Twitter

S C t TV

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Source: Current TV

Hashtags.org

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90 Million Photo Journalists

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Source: Twitpic

Determining Fact…

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…from Fiction

Counter Twitters

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FEMA: Closing the Credibility Gap

35FEMA Social Media Deep Dive Podcast

Fred’s Twitter Case Study

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Anatomy of the Blog: Blogs and Blog Posts

Blog/Homepage

Homepage

Blog PostAuthor/ Date

Blog Postg

Blog Post

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Anatomy of the Blog: Permalinks

Permalink

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Anatomy of the Blog: Feeds, Site and Social Search

RSS Feed

Blog Search

Social Search

Top Rated

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Anatomy of the Blog: Hyperlinks

Hyperlink

Hyperlink

Hyperlink

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Anatomy of the Blog: Comments

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Wisdom of the Crowd

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Rules of Engagement

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Blogger Relations

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Courtship matters

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Submit your attention

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Set the record straight

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Cory Doctorow’s Blogger Relations Tips

• Have a link

• Have a permanent linkHave a permanent link

• Have a link for everything

• Avoid flash sites• Avoid flash sites

• Avoid PDFs

• Make video downloadable and streamable• Make video downloadable and streamable

• Put your URL on your images

Li ki li i idi l• Linking policies are ridiculous

• Specify credit and usage rights

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• Send suggestions by the preferred means

Meet the Bloggers

50Source: Technorati

Blogs, Twitter and Facebook vs. MSM

51Source: Technorati

The Practice of Blogging

"If I were going to start a blog now I would If I were going to start a blog now I would go very, very, very niche -- as niche as you can get...if you pick something you can get...if you pick something specific and maybe that's not too heavily covered yet, you have a chance to establish yourself as a voice in that area."

Peter Rojas, founding editor of Gizmodo and chief strategy officer of Weblogs, Inc.

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Gus’s Blogging Case Study

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Generate Buzz

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Data Visualization Sharing

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US Social Networking by Brand

Facebook 78%•Facebook 78%•MySpace 42%y p•Linkedin 17%•Twitter 10%•Twitter 10%

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Source: http://www.consumerinternetbarometer.us/

Global Social Networking by Activity

61

Professional Social Networking

62

Professional Social Networking

63

Build a Community

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Facebook by the Numbers

65Source: Inside Facebook

Anatomy of Facebook

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Anatomy of Facebook

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Anatomy of Facebook: Fan Pages

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Lauren’s Facebook Case Study

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Build a Community

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Educate and Inform

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Promote Action

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Build a Community

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Gov 2.0 - Impact of Public DiplomacyCairo Speech “Obama” Peak “Freedom” PeakCairo Speech Obama Peak Freedom Peak

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Government as a Platform

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Geo Browsing Carbon Emissions by State

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Richard’s Blogging Case Study

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Social Media Strategy

Listen

EngageBuild Community

Invite or Provide Content

Generate Buzz

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Content

Based on Beth Kanter’s Social Media Game

Eric Schwartzman

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Copyright applies to this document some rights reserved This work is licensed under a Creative Commons

81

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

EDF Staff Retreat - Intro to Social Media

Technology

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