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

5

Leveraging the Media’s Reach and Frequency

6

Controlled Communications

7

Conforming to News Cycles

8

Photo by Olivander

Scoring Ink

9

Plenty of Options

Media Relations

CustomerRelations

Investor Relations

Public Affairs Labor RelationsPublic Relations

Community Relations

Industry Relations RelationsRelations

Analyst Relations

10

Mass Media Addict

Newspapers

Media RelationsTelevision Magazines

Radio

11

Illusion of Control

12

Web Surpasses Mainstream Media Channels

13

Source: Pew Internet

Analog Dollars to Digital Pennies

14Source: Newspaper Association of America

Charitable Contributions Migrate Online

15

Source: Pew Internet

Social Web Offered Advertisers Greater Value

16Source: namechk

What is Social Media?

17Source: 2009 Edelman Trust Barometer

The Case for Engagement

18

Social Media – How it WorksO

pinn

ion

19Mainstream News MediaSource: Shel Holtz

Online Myths are Truth for Some People

20

Surrender to the Edges

21

Source: Cobalt123

Discoverability and Amplification

Websites

New Media

Monitoring Email

Microblogging SEO

Blogs/PodcastsContent SocialN t k

Blogs/Podcasts

Pure SocialNetworks

Networks

22

Networks

Social Media

Social Media Strategy

Listen

EngageBuild Community

Invite or Provide Content

Generate Buzz

23

Content

Based on Beth Kanter’s Social Media Game

Social Media Demographics

24Source: Forrester Research

Listening with Google

Filtering the Online Noise

25

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

Anatomy of a Microblog

26

Anatomy of a Microblog

External Communications

Media Relations

27

Twitter as a News Source

28Source: Examiner.com

We Do You Follow?

29

Misunderstanding Twitter

S C t TV

30

Source: Current TV

Hashtags.org

31

90 Million Photo Journalists

32

Source: Twitpic

Determining Fact…

33

…from Fiction

Counter Twitters

34

FEMA: Closing the Credibility Gap

35FEMA Social Media Deep Dive Podcast

Fred’s Twitter Case Study

36

37

Anatomy of the Blog: Blogs and Blog Posts

Blog/Homepage

Homepage

Blog PostAuthor/ Date

Blog Postg

Blog Post

38

Anatomy of the Blog: Permalinks

Permalink

39

Anatomy of the Blog: Feeds, Site and Social Search

RSS Feed

Blog Search

Social Search

Top Rated

40

Anatomy of the Blog: Hyperlinks

Hyperlink

Hyperlink

Hyperlink

41

Anatomy of the Blog: Comments

42

Wisdom of the Crowd

43

Rules of Engagement

44

Blogger Relations

45

Courtship matters

46

Submit your attention

47

Set the record straight

48

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

49

• 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.

52

Gus’s Blogging Case Study

53

54

Generate Buzz

55

Data Visualization Sharing

56

Data Visualization Sharing

57

Data Visualization Sharing

58

Data Visualization Sharing

59

US Social Networking by Brand

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

60

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

Global Social Networking by Activity

61

Professional Social Networking

62

Professional Social Networking

63

Build a Community

64

Source: Pew Internet

Facebook by the Numbers

65Source: Inside Facebook

Anatomy of Facebook

66

Anatomy of Facebook

67

Anatomy of Facebook: Fan Pages

68

Lauren’s Facebook Case Study

69

70

Build a Community

71

Educate and Inform

72

Promote Action

73

Build a Community

74

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

75

Government as a Platform

76

Geo Browsing Carbon Emissions by State

77

Richard’s Blogging Case Study

78

79

Social Media Strategy

Listen

EngageBuild Community

Invite or Provide Content

Generate Buzz

80

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