edf staff retreat - intro to social media
Post on 18-Oct-2014
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DESCRIPTION
This a copy of the deck I presented at the annual staff retreat for the Environmental Defense Fund.TRANSCRIPT
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Social Media Overview
EDF Staff Retreat
@EricSchwartzman
Ocean Place Resort New Jersey Ocean Place Resort, New Jersey
Oct. 21, 2009
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Social Media by the Numbers
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News Media Addict
Britney Spears
Pussycat DollsAcademy Awards
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Mayor Jerry Brown
Star Wars 30th Anniversary
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Message Map
Overarching Message
Supporting Messages
Data Points
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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
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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
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Analog Dollars to Digital Pennies
14Source: Newspaper Association of America
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Charitable Contributions Migrate Online
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Source: Pew Internet
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Social Web Offered Advertisers Greater Value
16Source: namechk
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What is Social Media?
17Source: 2009 Edelman Trust Barometer
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The Case for Engagement
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Social Media – How it WorksO
pinn
ion
19Mainstream News MediaSource: Shel Holtz
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Online Myths are Truth for Some People
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Surrender to the Edges
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Source: Cobalt123
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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
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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
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Social Media Demographics
24Source: Forrester Research
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Listening with Google
Filtering the Online Noise
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Filtering the Online NoiseThursday at 9:40AM in Monmouth Room 3Lauren Guite
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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
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We Do You Follow?
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Misunderstanding Twitter
S C t TV
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Source: Current TV
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Hashtags.org
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90 Million Photo Journalists
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Source: Twitpic
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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
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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
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Meet the Bloggers
50Source: Technorati
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Blogs, Twitter and Facebook vs. MSM
51Source: Technorati
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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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Data Visualization Sharing
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Data Visualization Sharing
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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/
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Global Social Networking by Activity
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Professional Social Networking
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Professional Social Networking
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Build a Community
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Source: Pew Internet
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Facebook by the Numbers
65Source: Inside Facebook
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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
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Eric Schwartzman
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Copyright applies to this document some rights reserved This work is licensed under a Creative Commons
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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