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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  • 1. Social Media Overview EDF Staff Retreat @EricSchwartzman Ocean Place Resort, New Jersey Resort Oct. 21, 2009
  • 2. Social Media by the Numbers 2
  • 3. News Media Addict Pussycat Dolls Academy Awards Britney Spears Mayor Jerry Brown Star Wars 30th Anniversary 3
  • 4. Message Map Overarching Message Supporting Messages Data Points 4
  • 5. Mainstream Media Training 5
  • 6. Leveraging the Media’s Reach and Frequency 6
  • 7. Controlled Communications 7
  • 8. Conforming to News Cycles Photo by Olivander 8
  • 9. Scoring Ink 9
  • 10. Plenty of Options Media Relations Customer Investor Relations Relations Public Affairs Labor Relations Public Relations Industry Community Relations Relations Analyst Relations 10
  • 11. Mass Media Addict Newspapers Television Media Relations Magazines Radio 11
  • 12. Illusion of Control 12
  • 13. Web Surpasses Mainstream Media Channels Source: Pew Internet 13
  • 14. Analog Dollars to Digital Pennies Source: Newspaper Association of America 14
  • 15. Charitable Contributions Migrate Online Source: Pew Internet 15
  • 16. Social Web Offered Advertisers Greater Value Source: namechk 16
  • 17. What is Social Media? Source: 2009 Edelman Trust Barometer 17
  • 18. The Case for Engagement 18
  • 19. Social Media – How it Works Opin ion n Source: Shel Holtz Mainstream News Media 19
  • 20. Online Myths are Truth for Some People 20
  • 21. Surrender to the Edges Source: Cobalt123 21
  • 22. Discoverability and Amplification New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks N t k Pure Social Networks Social Media 22
  • 23. Social Media Strategy Listen Build Engage Community Invite or Generate Provide Buzz Content Based on Beth Kanter’s Social Media Game 23
  • 24. Social Media Demographics Source: Forrester Research 24
  • 25. Listening with Google Filtering the Online Noise Thursday at 9:40AM in Monmouth Room 3 Lauren Guite 25
  • 26. Anatomy of a Microblog 26
  • 27. Anatomy of a Microblog External Communications Media Relations 27
  • 28. Twitter as a News Source Source: Examiner.com 28
  • 29. We Do You Follow? 29
  • 30. Misunderstanding Twitter Source: Current TV S C t 30
  • 31. Hashtags.org 31
  • 32. 90 Million Photo Journalists Source: Twitpic 32
  • 33. Determining Fact… 33
  • 34. …from Fiction Counter Twitters 34
  • 35. FEMA: Closing the Credibility Gap FEMA Social Media Deep Dive Podcast 35
  • 36. Fred’s Twitter Case Study 36
  • 37. 37
  • 38. Anatomy of the Blog: Blogs and Blog Posts Homepage Blog/Homepage Blog Post Author/ Date Blog Post g Blog Post 38
  • 39. Anatomy of the Blog: Permalinks Permalink 39
  • 40. Anatomy of the Blog: Feeds, Site and Social Search RSS Feed Blog Search Social Search Top Rated 40
  • 41. Anatomy of the Blog: Hyperlinks Hyperlink Hyperlink Hyperlink 41
  • 42. Anatomy of the Blog: Comments 42
  • 43. Wisdom of the Crowd 43
  • 44. Rules of Engagement 44
  • 45. Blogger Relations 45
  • 46. Courtship matters 46
  • 47. Submit your attention 47
  • 48. Set the record straight 48
  • 49. 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
  • 50. Meet the Bloggers Source: Technorati 50
  • 51. Blogs, Twitter and Facebook vs. MSM Source: Technorati 51
  • 52. 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
  • 53. Gus’s Blogging Case Study 53
  • 54. 54
  • 55. Generate Buzz 55
  • 56. Data Visualization Sharing 56
  • 57. Data Visualization Sharing 57
  • 58. Data Visualization Sharing 58
  • 59. Data Visualization Sharing 59
  • 60. US Social Networking by Brand • Facebook 78% • MySpace y p 42% • Linkedin 17% • Twitter 10% Source: http://www.consumerinternetbarometer.us/ 60
  • 61. Global Social Networking by Activity 61
  • 62. Professional Social Networking 62
  • 63. Professional Social Networking 63
  • 64. Build a Community Source: Pew Internet 64
  • 65. Facebook by the Numbers Source: Inside Facebook 65
  • 66. Anatomy of Facebook 66
  • 67. Anatomy of Facebook 67
  • 68. Anatomy of Facebook: Fan Pages 68
  • 69. Lauren’s Facebook Case Study 69
  • 70. 70
  • 71. Build a Community 71
  • 72. Educate and Inform 72
  • 73. Promote Action 73
  • 74. Build a Community 74
  • 75. Gov 2.0 - Impact of Public Diplomacy Cairo Speech Cairo Speech “Obama” Peak Obama Peak “Freedom” Peak Freedom Peak 75
  • 76. Government as a Platform 76
  • 77. Geo Browsing Carbon Emissions by State 77
  • 78. Richard’s Blogging Case Study 78
  • 79. 79
  • 80. Social Media Strategy Listen Build Engage Community Invite or Generate Provide Buzz Content Based on Beth Kanter’s Social Media Game 80
  • 81. 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