EPA SOCIAL MEDIA PRESENTATION
JANUARY 11, 2009




                    SnapDragon CONSULTANTS
   1
AGENDA FOR TODAY
•  Introduction
•  Five Trends
•  “Ask Your Realtor About Radon”




                   SnapDragon CONSUL...
SOCIAL MEDIA IN THE NEWS
•  Iranian political opposition using Twitter
•  Obama campaign leveraging social media to
   att...
SOCIAL MEDIA DEFINED:




            SnapDragon CONSULTANTS
   4
HOW WE GOT HERE


•  For almost 40 years it’s been about making it
   easier for people to connect 
•  In the last 15 year...
WHERE WE ARE HEADED
                                                      55-65
 13-17
•  The population of social media  ...
FIVE TRENDS




           SnapDragon CONSULTANTS
   7
TREND #1
Content (not necessarily relationships) is the
most valuable asset on the social Web 

ACTION Provide trusted co...
KEY FACTS
•  Effective content gives people a reason to share with
   their networks of friends
•  All content is not equa...
THE CDC’S MULTIFACETED EFFORT




             SnapDragon CONSULTANTS
   10
SOME EXAMPLES…
✔  Johnson & Johnson Baby Center provides content
  geared to mothers worldwide in six languages
✔  Miller ...
QUESTIONS TO ASK
•  What kind of content are the people you need to
   reach seeking?
•  How can you make your existing co...
TREND #2
If you just build it, they will not come.

ACTION Encourage sharing and exposure. If
you want your material to “...
KEY FACTS
•  A good idea isn’t enough, strategic and
   technical steps have to be taken to give it a
   chance
•  Key infl...
MANNERS & GOOD BEHAVIOR
MATTER




           SnapDragon CONSULTANTS
   15
SOME EXAMPLES…
✔  Several museums (Brooklyn Museum, The Tate in
  London) are asking people to view artwork and
  comment ...
QUESTIONS TO ASK
•  Who are the key influencers in your space?
•  How do they like to be reached?
•  What is the tone of th...
TREND #3
People, not just tech experts, are waking up
to the fact that there are many things that can
be done “behind the ...
KEY FACTS
•  Inbound links are a key factor in determining
   how highly a site appears in a list of search
   results
•  ...
LINKING
     My Blog Post
     Hey everybody, make
     sure to check out the
     EPA’s resource about
     checking your...
HOW GOOGLE WORKS




         SnapDragon CONSULTANTS
   21
WHERE THEY SHARE




           AND MORE…


           SnapDragon CONSULTANTS
   22
SOME EXAMPLES…
✔ Wells Fargo’s blogs, particularly one focused on
 the company’s history, makes strong use of
 available c...
QUESTIONS TO ASK
•  Am I targeting users who are likely to be ones
   creating their own links (ones with their own blogs
...
TREND #4
The most exciting opportunities in social
media involve leveraging new platforms and
doing so in new ways

ACTION...
KEY FACTS
•  Many different platforms for interactive social engagements
   –  Facebook Connect, OpenSocial, Salesforce, O...
FACEBOOK EVOLVED




          SnapDragon CONSULTANTS
   27
FACEBOOK




            SnapDragon CONSULTANTS
   28
FACEBOOK: GET CONNECTED




          SnapDragon CONSULTANTS
   29
FACEBOOK: GET CONNECTED




          SnapDragon CONSULTANTS
   30
FACEBOOK: GET CONNECTED




          SnapDragon CONSULTANTS
   31
SOME EXAMPLES…
✔ Blynk Organic uses Foursquare (location-based
 social network) to attract customers by allowing
 “mayors”...
QUESTIONS TO ASK
•  Have I examined new open platforms for opportunities
   relevant to my message and my audience?
•  Am ...
TREND #5
Consumers expect marketing programs to
have a social media component—they expect
a two-way conversation

ACTION ...
KEY FACTS
•  Innovative sites that incorporate social tools are
   setting the standards, avoiding change means
   disappo...
SOCIAL MEDIA–ENABLED
NEWS ROOM




           SnapDragon CONSULTANTS
   36
Some Examples…
✔  “My Starbucks Idea” solicits ideas from
   customers online, facilitating direct
   communication and fe...
QUESTIONS TO ASK
•  Are my marketing and communications strategies
   providing ways for people to actively engage?
•  Are...
THANK YOU!




  SnapDragon CONSULTANTS
   39
FOR MORE INFORMATION,"
CHECK OUT OUR BLOG AT"
SNAPDRAGONCONSULTANTS.COM/BLOG




               SnapDragon CONSULTANTS
   ...
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SnapDragon EPA Social Media Presentation

  1. 1. EPA SOCIAL MEDIA PRESENTATION JANUARY 11, 2009 SnapDragon CONSULTANTS 1
  2. 2. AGENDA FOR TODAY •  Introduction •  Five Trends •  “Ask Your Realtor About Radon” SnapDragon CONSULTANTS 2
  3. 3. SOCIAL MEDIA IN THE NEWS •  Iranian political opposition using Twitter •  Obama campaign leveraging social media to attract “long tail” donors •  iPhone application store passes 3 billion downloads •  Major print publication companies collapsing •  Kindle eReader best selling gift on Amazon SnapDragon CONSULTANTS 3
  4. 4. SOCIAL MEDIA DEFINED: SnapDragon CONSULTANTS 4
  5. 5. HOW WE GOT HERE •  For almost 40 years it’s been about making it easier for people to connect •  In the last 15 years there’s been a dramatic rise in participation because of the public Web •  Now barriers to entry have fallen to the point where any and everyone can become involved SnapDragon CONSULTANTS 5
  6. 6. WHERE WE ARE HEADED 55-65 13-17 •  The population of social media (7%) (11%) 45-54 users is close to reflecting the (12%) makeup of the general 18-25 35-44 (29%) population (18%) •  Useful and engaging digital 26-34 resources are widely and (23%) rapidly adopted Facebook Users by Age (Source: Inside Facebook 1/1/10) •  People expect them! SnapDragon CONSULTANTS 6
  7. 7. FIVE TRENDS SnapDragon CONSULTANTS 7
  8. 8. TREND #1 Content (not necessarily relationships) is the most valuable asset on the social Web ACTION Provide trusted content and useful tools SnapDragon CONSULTANTS 8
  9. 9. KEY FACTS •  Effective content gives people a reason to share with their networks of friends •  All content is not equal: relevance and quality matter •  Most brands and government organizations are sitting on content goldmines •  Content has new shelf life on the Web •  Content attracts links, the important kind of endorsement on the Web •  Content comes up in search •  Micro-communities can catapult content SnapDragon CONSULTANTS 9
  10. 10. THE CDC’S MULTIFACETED EFFORT SnapDragon CONSULTANTS 10
  11. 11. SOME EXAMPLES… ✔  Johnson & Johnson Baby Center provides content geared to mothers worldwide in six languages ✔  Miller Welding provides tons of useful video, blog content, and articles for builders and welders ✖  Walmart pays a couple to visit stores across the country and blog about it as though they were doing it of their own accord ✖  FedEx takes action against a man who posted extremely popular YouTube videos of himself with furniture he made out of FedEx boxes SnapDragon CONSULTANTS 11
  12. 12. QUESTIONS TO ASK •  What kind of content are the people you need to reach seeking? •  How can you make your existing content more sharable (Sharing buttons, Facebook Connect)? •  What kind of new content should you develop? •  What content am I sitting on (potential for video, getting presentations out there)? •  Where do the individuals I want to reach consume and share content? SnapDragon CONSULTANTS 12
  13. 13. TREND #2 If you just build it, they will not come. ACTION Encourage sharing and exposure. If you want your material to “go viral”, you have to do all you can to make it contagious SnapDragon CONSULTANTS 13
  14. 14. KEY FACTS •  A good idea isn’t enough, strategic and technical steps have to be taken to give it a chance •  Key influencers need to be identified and reached out to •  It’s competitive out there, users have a lot of choices about where to go online SnapDragon CONSULTANTS 14
  15. 15. MANNERS & GOOD BEHAVIOR MATTER SnapDragon CONSULTANTS 15
  16. 16. SOME EXAMPLES… ✔  Several museums (Brooklyn Museum, The Tate in London) are asking people to view artwork and comment on it online—their contributions are then incorporated into the physical exhibit and are even factored into curation ✖  Daffy’s, the clothing retailer, using Twitter to announce when trucks are “loading”, which isn’t useful or interesting information. (Other companies are offering discounts or providing custom support through the service.) SnapDragon CONSULTANTS 16
  17. 17. QUESTIONS TO ASK •  Who are the key influencers in your space? •  How do they like to be reached? •  What is the tone of the online conversation about my topic area? •  Is anyone talking about my content? What are they saying? •  Where are visitors to my site coming from? SnapDragon CONSULTANTS 17
  18. 18. TREND #3 People, not just tech experts, are waking up to the fact that there are many things that can be done “behind the scenes” to make content and sites more attractive to search engines ACTION Think strategically about being “found”—it all begins with search SnapDragon CONSULTANTS 18
  19. 19. KEY FACTS •  Inbound links are a key factor in determining how highly a site appears in a list of search results •  Content on the page is used to match search terms to appropriate destination •  How a site is built affects how its content is read by search engines •  Search engines are evolving to be more about “real time” search SnapDragon CONSULTANTS 19
  20. 20. LINKING My Blog Post Hey everybody, make sure to check out the EPA’s resource about checking your home for radon gas, you can find them here… Living healthy and green starts from the ground up Welcome to the EPA’s radon resource area… SnapDragon CONSULTANTS 20
  21. 21. HOW GOOGLE WORKS SnapDragon CONSULTANTS 21
  22. 22. WHERE THEY SHARE AND MORE… SnapDragon CONSULTANTS 22
  23. 23. SOME EXAMPLES… ✔ Wells Fargo’s blogs, particularly one focused on the company’s history, makes strong use of available content even though it’s not their core message ✖ The Web site for the new Verizon Droid phone was initially entirely in Flash and didn’t come up in searches ✖ EPA Greenversations blog doesn’t have a “blogroll” or social sharing tools SnapDragon CONSULTANTS 23
  24. 24. QUESTIONS TO ASK •  Am I targeting users who are likely to be ones creating their own links (ones with their own blogs or Twitter accounts)? •  Is the technical “plumbing” of my site optimized for search? Are there organizational barriers to making necessary changes that need to be addressed? •  What search terms are most important? Have I taken steps to target them? •  Am I providing fresh, updated content? SnapDragon CONSULTANTS 24
  25. 25. TREND #4 The most exciting opportunities in social media involve leveraging new platforms and doing so in new ways ACTION Pay attention to new services, API (application platform interface) announcements, and changes in features sets SnapDragon CONSULTANTS 25
  26. 26. KEY FACTS •  Many different platforms for interactive social engagements –  Facebook Connect, OpenSocial, Salesforce, OpenID, OAuth •  Identity Portability is becoming increasingly important –  Decreases barriers to registration/participation –  Blog commenting using social network identities has seen rapid adoption and is changing the shape of the Web •  The Facebook platform has 350 million users (would be world’s 4th biggest country) –  Facebook API evolves weekly –  Huge opportunity to get your message and content shared exponentially SnapDragon CONSULTANTS 26
  27. 27. FACEBOOK EVOLVED SnapDragon CONSULTANTS 27
  28. 28. FACEBOOK SnapDragon CONSULTANTS 28
  29. 29. FACEBOOK: GET CONNECTED SnapDragon CONSULTANTS 29
  30. 30. FACEBOOK: GET CONNECTED SnapDragon CONSULTANTS 30
  31. 31. FACEBOOK: GET CONNECTED SnapDragon CONSULTANTS 31
  32. 32. SOME EXAMPLES… ✔ Blynk Organic uses Foursquare (location-based social network) to attract customers by allowing “mayors” (a status earned within the service) to eat for free ✔ 511NY automated traffic and transit update Twitter feeds (created by SnapDragon & PlowShare) ✖  Coca-cola spends millions of dollars creating a branded pavilion in the virtual world “Second Life” that almost no one at all visits SnapDragon CONSULTANTS 32
  33. 33. QUESTIONS TO ASK •  Have I examined new open platforms for opportunities relevant to my message and my audience? •  Am I taking full advantage of new tools around big networks like Facebook? •  What does my Facebook page look like? Is it compelling? •  What content outside of social platforms do I want to see shared on those platforms? •  Am I using Facebook Connect, OpenSocial, or other integration tools to maximize sharing activity? SnapDragon CONSULTANTS 33
  34. 34. TREND #5 Consumers expect marketing programs to have a social media component—they expect a two-way conversation ACTION To get maximum benefit, social media should be an established part of traditional marketing campaigns, PR work, etc. SnapDragon CONSULTANTS 34
  35. 35. KEY FACTS •  Innovative sites that incorporate social tools are setting the standards, avoiding change means disappointing users •  Journalists are using social media to find stories •  People of all sorts are increasingly looking for online experiences that allow them to take an active role, not just be passive consumers of information SnapDragon CONSULTANTS 35
  36. 36. SOCIAL MEDIA–ENABLED NEWS ROOM SnapDragon CONSULTANTS 36
  37. 37. Some Examples… ✔  “My Starbucks Idea” solicits ideas from customers online, facilitating direct communication and feedback—many of the suggestions have been put into practice ✖  GE communication department emails a left- leaning, political satire blog suggesting they write in favor of funding for additional military aircraft; the blog criticizes and ridicules GE SnapDragon CONSULTANTS 37
  38. 38. QUESTIONS TO ASK •  Are my marketing and communications strategies providing ways for people to actively engage? •  Are medium-appropriate versions of my “press releases” going out across as many channels as possible? •  Does my organization have practices in place to ensure that social media tools are being incorporated consistently and effectively? •  How does the experience I am providing on the Web compare to alternatives in my vertical/topic area? Am I providing the most interesting way to approach my subject matter? SnapDragon CONSULTANTS 38
  39. 39. THANK YOU! SnapDragon CONSULTANTS 39
  40. 40. FOR MORE INFORMATION," CHECK OUT OUR BLOG AT" SNAPDRAGONCONSULTANTS.COM/BLOG SnapDragon CONSULTANTS 40

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