EDF Staff Retreat - Intro to Social Media

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

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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

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Generate Buzz 55

Data Visualization Sharing 56

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

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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

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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

EDF Staff Retreat - Intro to Social Media

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