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EDF Staff Retreat - Intro to Social Media

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This a copy of the deck I presented at the annual staff retreat for the Environmental Defense Fund.

This a copy of the deck I presented at the annual staff retreat for the Environmental Defense Fund.

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EDF Staff Retreat - Intro to Social Media EDF Staff Retreat - Intro to Social Media Presentation Transcript

  • Social Media Overview EDF Staff Retreat @EricSchwartzman Ocean Place Resort, New Jersey Resort Oct. 21, 2009
  • Social Media by the Numbers 2
  • News Media Addict Pussycat Dolls Academy Awards Britney Spears Mayor Jerry Brown Star Wars 30th Anniversary 3
  • 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 Photo by Olivander 8
  • Scoring Ink 9
  • Plenty of Options Media Relations Customer Investor Relations Relations Public Affairs Labor Relations Public Relations Industry Community Relations Relations Analyst Relations 10
  • Mass Media Addict Newspapers Television Media Relations Magazines Radio 11
  • Illusion of Control 12
  • Web Surpasses Mainstream Media Channels Source: Pew Internet 13
  • Analog Dollars to Digital Pennies Source: Newspaper Association of America 14
  • Charitable Contributions Migrate Online Source: Pew Internet 15
  • Social Web Offered Advertisers Greater Value Source: namechk 16
  • What is Social Media? Source: 2009 Edelman Trust Barometer 17
  • The Case for Engagement 18
  • Social Media – How it Works Opin ion n Source: Shel Holtz Mainstream News Media 19
  • Online Myths are Truth for Some People 20
  • Surrender to the Edges Source: Cobalt123 21
  • Discoverability and Amplification New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks N t k Pure Social Networks Social Media 22
  • Social Media Strategy Listen Build Engage Community Invite or Generate Provide Buzz Content Based on Beth Kanter’s Social Media Game 23
  • Social Media Demographics Source: Forrester Research 24
  • Listening with Google Filtering the Online Noise Thursday at 9:40AM in Monmouth Room 3 Lauren Guite 25
  • Anatomy of a Microblog 26
  • Anatomy of a Microblog External Communications Media Relations 27
  • Twitter as a News Source Source: Examiner.com 28
  • We Do You Follow? 29
  • Misunderstanding Twitter Source: Current TV S C t 30
  • Hashtags.org 31
  • 90 Million Photo Journalists Source: Twitpic 32
  • Determining Fact… 33
  • …from Fiction Counter Twitters 34
  • FEMA: Closing the Credibility Gap FEMA Social Media Deep Dive Podcast 35
  • Fred’s Twitter Case Study 36
  • 37
  • Anatomy of the Blog: Blogs and Blog Posts Homepage Blog/Homepage Blog Post Author/ Date Blog Post g 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 link • Have a link for everything • Avoid flash sites • Avoid PDFs • Make video downloadable and streamable • Put your URL on your images • Li ki Linking policies are ridiculous li i idi l • Specify credit and usage rights • Send suggestions by the preferred means 49
  • Meet the Bloggers Source: Technorati 50
  • Blogs, Twitter and Facebook vs. MSM Source: Technorati 51
  • The Practice of Blogging "If I were going to start a blog now I would If go very, very, very niche -- as niche as 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% • MySpace y p 42% • Linkedin 17% • Twitter 10% Source: http://www.consumerinternetbarometer.us/ 60
  • Global Social Networking by Activity 61
  • Professional Social Networking 62
  • Professional Social Networking 63
  • Build a Community Source: Pew Internet 64
  • Facebook by the Numbers Source: Inside Facebook 65
  • 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 Diplomacy Cairo Speech Cairo Speech “Obama” Peak Obama Peak “Freedom” 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 Build Engage Community Invite or Generate Provide Buzz Content Based on Beth Kanter’s Social Media Game 80
  • Eric Schwartzman (310) 463-4026 Phone ebs[at]schwartzmanpr[dot]com [ ] p [ ] Email schwartzmanpr.com Website ontherecordpodcast.com p Podcast spinfluencer.com Blog ericschwartzman Friendfeed @ericschwartzman Twitter facebook.com/ericschwartzman / Facebook Copyright applies to this document – some rights reserved This work is licensed under a Creative Commons reserved. Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0 81