0
Social Media Overview




       EDF Staff Retreat
       @EricSchwartzman
 Ocean Place Resort, New Jersey
             Re...
Social Media by the Numbers




                              2
News Media Addict




                                                               Pussycat Dolls
                      ...
Message Map




              Overarching
              Message



              Supporting
              Messages



    ...
Mainstream Media Training




                            5
Leveraging the Media’s Reach and Frequency




                                             6
Controlled Communications




                            7
Conforming to News Cycles




                            Photo by Olivander




                                         ...
Scoring Ink




              9
Plenty of Options


                              Media Relations


                Customer                          Inve...
Mass Media Addict


                     Newspapers




     Television     Media Relations   Magazines




              ...
Illusion of Control




                      12
Web Surpasses Mainstream Media Channels




Source: Pew Internet

                                          13
Analog Dollars to Digital Pennies




 Source: Newspaper Association of America
                                          ...
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
                                    ...
Online Myths are Truth for Some People




                                         20
Surrender to the Edges




Source: Cobalt123


                         21
Discoverability and Amplification

                                                 New Media
                            ...
Social Media Strategy



                                                    Listen




                           Build
 ...
Social Media Demographics




 Source: Forrester Research
                              24
Listening with Google




  Filtering the Online Noise
  Thursday at 9:40AM in Monmouth Room 3
  Lauren Guite
            ...
Anatomy of a Microblog




                         26
Anatomy of a Microblog

                     External
                  Communications




                  Media Relatio...
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
     ...
Anatomy of the Blog: Permalinks

                                  Permalink




                                         ...
Anatomy of the Blog: Feeds, Site and Social Search

                                          RSS Feed


Blog Search

 Soc...
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

  ...
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...
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
       ...
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...
Government as a Platform




                           76
Geo Browsing Carbon Emissions by State




                                         77
Richard’s Blogging Case Study




                                78
79
Social Media Strategy



                                                    Listen




                           Build
 ...
Eric Schwartzman


                         (310) 463-4026                                            Phone

             ...
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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.

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Transcript of "EDF Staff Retreat - Intro to Social Media"

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