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SCE Social Media Training
SCE Social Media Training
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SCE Social Media Training

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(ROSEMEAD) Friday, Aug. 12, 2011

(ROSEMEAD) Friday, Aug. 12, 2011

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  • 1. Social  Media  Training   Southern  California  Edison   Eric  Schwartzman,  Consultant   Aug.  12,  2011  @ericschwartzman  
  • 2. Social  Media  Training  at  SCE   o  Social  Media  for  Serious  Business   o  Introduc@on  to  Listening   o  Advanced  Facebook  for  Business   o  Advanced  TwiGer  for  Business   o  Advanced  LinkedIn  Strategies   o  Wrap  Up  and  Follow  Up  Resources   2  @ericschwartzman   I’ll  Display  Follow  Up  Resource  Links  Here  
  • 3. Is  Social  Media  a  Fad?   3  @ericschwartzman   hEp://youtu.be/3SuNx0UrnEo  
  • 4. AdopOon  of  B2B  Social  Media   93%  of  all  B2B  marketers  are  engaged  in  some  form  of  social  media  marke@ng.   Social  Media  Channel   AdopOon  by  B2B  Marketers   Linkedin   72%   Facebook   71%   TwiGer   67%   YouTube   48%   Blogging   44%   Online  Communi@es   22%   Source:  Emerging  Trends  in  B-­‐to-­‐B  Social  Media  Marke@ng:  Insights  From  the  Field     4  @ericschwartzman  
  • 5. Social  Media  for  Serious  Business   •  73  blogs   •  17  bloggers   •  600%  jump  in  leads   •  Top  quality   Get  engineers  talking  to  engineers  and  get  everyone  else  out  of  the  middle.”   Rick  Short,  Marcom  Director   5  @ericschwartzman   Case  Study:  hGp://ontherecordpodcast.com/emerson    
  • 6. Why  B2B,  B2G  and  B2C  Social  MarkeOng  is  Different   6   Get  this  INFOGRAPHIC:  hGp://www.flickr.com/photos/ericschwartzman/4514443625/    @ericschwartzman  
  • 7. Benefits  of  Social  Media   Paid   Earned   Brochures   Blogs   Phone   Social  Networks   7  @ericschwartzman  
  • 8. Benefits  of  Social  Media   Paid   Earned   Print  Collateral   Blogs   Digital  Breadcrumbs:   Discoverable  and   Shareable   Phone   Social  Networks   8  @ericschwartzman  
  • 9. ProducOvity  Gains  of  Social  Media   9  @ericschwartzman   Case  Study:  hGp://ontherecordpodcast.com/chaGer    
  • 10. How  Filters  Change  the  MarkeOng  Game   10  @ericschwartzman  
  • 11. Step  1:  Listening  for  OpportuniOes   11  @ericschwartzman   RESOURCE:  www.google.com/reader    
  • 12. Step  2:  Build  Embassies   12   @ericschwartzman  HOW  TO:  Generate  Leads  on  SlideShare:  hGp://ontherecordpodcast.com/slideshare    
  • 13. Step  3:  Socialize  the  Homeland   Homeland   Integrate  a  blog  into  the   corporate  site   13  @ericschwartzman  
  • 14. Step  3:  Homeland/Embassy  Strategy   Embassy   Homeland   Embassy   Search   TwiEer   Embassy   Embassy   Linkedin   SlideShare   14  @ericschwartzman  
  • 15. Homeland  /  Embassy  Strategy   15  @ericschwartzman  
  • 16. Control  vs.  Credibility   Popular  Social   Networks   Contextual   Top  post  nearly   AdverOsing   three  months   old   Press   Conference   Video   16  @ericschwartzman  
  • 17. Step  3:  Integrate  Social  Media  into  Work  Flows   New  Business   Presenta@on,  Speech   or  Event   17  @ericschwartzman  
  • 18. Step  3:  Integrate  Social  Media  into  Work  Flows   MP3    Podcast   New  Business   Presenta@on,  Speech   or  Event   18  @ericschwartzman  
  • 19. Step  3:  Integrate  Social  Media  into  Work  Flows   Text  Transcript     Blog  Post   MP3    Podcast   New  Business   Presenta@on,  Speech   or  Event   19  @ericschwartzman  
  • 20. Step  3:  Integrate  Social  Media  into  Work  Flows   PowerPoint     SlideShare   Text  Transcript     Blog  Post   MP3    Podcast   New  Business   Presenta@on,  Speech   or  Event   20  @ericschwartzman  
  • 21. Step  3:  Integrate  Social  Media  into  Work  Flows   Video    Webcast   &  YouTube   PowerPoint     SlideShare   Text  Transcript     Blog  Post   MP3    Podcast   New  Business   Presenta@on,  Speech   or  Event   21  @ericschwartzman  
  • 22. Step  3:  Integrate  Social  Media  into  Work  Flows   Video    Webcast   &  YouTube   PowerPoint     SlideShare   Text  Transcript     Blog  Post   MP3    Podcast   New  Business   Presenta@on,  Speech   or  Event   22  @ericschwartzman  
  • 23. Step  4:  Measure  the  Results  @ericschwartzman   HOW  TO:  Google  Analy@cs  Overview  -­‐  www.ontherecordpodcast.com/analy@cs   23  
  • 24. Steps  1-­‐4:  Framework  for  Social  MarkeOng  AcOvaOon   AcOvity   Tool   •  Social  Media  Monitoring   Step  1   •  Social  Media  Mapping   •  Social  Media  Par@cipa@on   Step  2   •  Social  Media  Engagement     •  Social  Media  Management   Step  3   •  Social  Media  Marke@ng   •  Measure  and  Evaluate  the  Results   Step  4   24  @ericschwartzman  
  • 25. Steps  1-­‐4:  Framework  for  Social  MarkeOng  AcOvaOon   AcOvity   Tool   •  Social  Media  Monitoring   Step  1   •  Social  Media  Mapping   •  Social  Media  Par@cipa@on   Step  2   •  Social  Media  Engagement     •  Social  Media  Management   Step  3   •  Social  Media  Marke@ng   •  Measure  and  Evaluate  the  Results   Step  4   25  @ericschwartzman  
  • 26. Steps  1-­‐4:  Framework  for  Social  MarkeOng  AcOvaOon   AcOvity   Tool   •  Social  Media  Monitoring   Step  1   •  Social  Media  Mapping   •  Social  Media  Par@cipa@on   Step  2   •  Social  Media  Engagement     •  Social  Media  Management   Step  3   •  Social  Media  Marke@ng   •  Measure  and  Evaluate  the  Results   Step  4   26  @ericschwartzman  
  • 27. Steps  1-­‐4:  Framework  for  Social  MarkeOng  AcOvaOon   AcOvity   Tool   •  Social  Media  Monitoring   Step  1   •  Social  Media  Mapping   •  Social  Media  Par@cipa@on   Step  2   •  Social  Media  Engagement     •  Social  Media  Management   Step  3   •  Social  Media  Marke@ng   •  Measure  and  Evaluate  the  Results   Step  4   27  @ericschwartzman  
  • 28. PSNH  Case  Study:  Process  Detail   28  @ericschwartzman  
  • 29. Process  Overview   Organiza@onal   Communica@ons  TwiGer   Online  Newsroom   YouTube  &   Flickr   Customer   News  Media   Customers   Service   29   @ericschwartzman  
  • 30. Media  is  Filtered  for  Us   30  @ericschwartzman  
  • 31. We  Edit  Social  Media  Ourselves  “It’s  not  informa6on  overload,  it’s  filter  failure.”       Clay  Shirky,  author,  Here  Comes  Everybody   31  @ericschwartzman  
  • 32. Keyword  Filtering  Basics  @ericschwartzman  
  • 33. Researching  ConversaOons   33  @ericschwartzman  
  • 34. EXERCISE:  Google  Related  Searches   @ericschwartzman  
  • 35. EXERCISE:  Google  Insights   @ericschwartzman  
  • 36. Tracking  Regional  Interests  @ericschwartzman  
  • 37. ValidaOng  Regional  Interests  with  Search  @ericschwartzman  
  • 38. Different  Keywords  for  Different  Channels   @ericschwartzman  
  • 39. Discovering  Keywords  with  Wordles       RESOURCE:  www.wordle.net    @ericschwartzman  
  • 40. Monitoring  with  RSS   Open  Tag  -­‐  <  >   Close  Tag  -­‐  </  >   @ericschwartzman  
  • 41. Live  Demo:  Using  Google  Reader   41  @ericschwartzman   RESOURCE:  www.google.com/reader    
  • 42. Demo:  Social  Media  Monitoring  Dashboard   @ericschwartzman  
  • 43. Demo:  Search  a  Keyword  in  Google  News   Locate  the  RSS  Icon  at  the   BoEom  of  the  Google  News   Search  Results   @ericschwartzman  
  • 44. Demo:  Add  the  RSS  Feed  URL  to  Google  Reader   @ericschwartzman  
  • 45. Live  Demo:  Add  RSS  feed  to  Google  Reader   Clicking  “Add  a  subscripOon”  buEon  opens  field  to   insert  URL  of  RSS  Feed   @ericschwartzman  
  • 46. Demo:  Add  RSS  feed  to  Google  Reader   Google  News  Feed  Loaded  in  Google  Reader   @ericschwartzman  
  • 47. Demo:  Monitor  Blogs  with  RSS   Back  to  Google  News    more    Blogs   @ericschwartzman  
  • 48. Demo:  Convert  Blog  Search  Results  to  RSS   Click  the  RSS  opOon  to   subscribe  to  these  search   results  in  Google  Reader   @ericschwartzman  
  • 49. Demo:  Convert  Blog  Search  Results  to  RSS   Copy  the  URL  of  the   web  page  on  which  the   RSS  feed  is  displayed   @ericschwartzman  
  • 50. Demo:  Enter  RSS  feed  in  Google  Reader   Paste  the  Blog  Search  Results  URL  into  the  “Add  a   subscripOon”  pop-­‐up  field   @ericschwartzman  
  • 51. Demo:  News  and  Blog  RSS  Feeds  in  Google  Reader   Google  Blog  Feed  Loaded  in  Google  Reader   @ericschwartzman  
  • 52. Demo:  Subscribe  to  a  Wikipedia  ArOcle   @ericschwartzman  
  • 53. Demo:  Wikipedia  RSS  feed  in  Google  Reader   Edits  by  Anonymous  Users   Edits  to  the  Wikipedia  arOcle  appear  in  real  Ome   @ericschwartzman  
  • 54. Demo:  Monitoring  Online  Forums  in  Google  Reader   Show  Tools  link  in  Menu  Bar   Opens  RSS  OpOon   @ericschwartzman  
  • 55. Demo:  Monitoring  Online  Forums  in  Google  Reader   Forums  RSS  Feed   Loaded  in  Google   Reader   Click  “Manage   subscripOons”  link  to   put  feeds  into  folders   @ericschwartzman  
  • 56. Demo:  Managing  SubscripOons  in  Google  Reader   Select  “Add  to  folder”    “Cheonan”   @ericschwartzman  
  • 57. Demo:  Managing  SubscripOons  in  Google  Reader   Select  “Add  to  folder”    “New  folder”   @ericschwartzman  
  • 58. Demo:  Cheonan  Folder  Added  to  Google  Reader   @ericschwartzman  
  • 59. Demo:  Sharing  from  Reader  to  Facebook  &  TwiEer   @ericschwartzman  
  • 60. Demo:  Sharing  from  Reader  to  Facebook  &  TwiEer   @ericschwartzman  
  • 61. Email  NoOficaOons   61  @ericschwartzman  
  • 62. The  Big  Opportunity:  Real  Time  Analysis   hGp://www.youtube.com/watch?v=InrOvEE2v38     62   @ericschwartzman  
  • 63. Case  Study:  Social  Media  Dashboard  Findings  Cairo  Speech   “Obama”  Peak   “Freedom”  Peak   63   @ericschwartzman  
  • 64. SEO  101   +   =   64  @ericschwartzman  
  • 65. Just  Eat  It.  Please?   65  @ericschwartzman  
  • 66. 72  Market  Street,  Venice  Beach,  CA   CLOSED   66  @ericschwartzman  
  • 67. Don’t  Get  Her  Mad   But  I  won’t.   If  you  make  kick  ass   chili,  I’ll  eat  it.   No  chance!   67  @ericschwartzman  
  • 68. Where’s  the  Recipe?   68  @ericschwartzman  
  • 69. Let’s  Get  Serious   69  @ericschwartzman  
  • 70. Who’s  Angus?   70  @ericschwartzman  
  • 71. This  is  a  Test   71  @ericschwartzman  
  • 72. Social  Networking   Image  by:  Luc  Legay   72  @ericschwartzman  
  • 73. Social  Networking  is  Global   73  @ericschwartzman   Source:  TNS  Digital  Life  Study,  Oct.  10,  2010  
  • 74. Searching  Open  Status  Updates   74  @ericschwartzman   RESOURCE:  hEp://www.youropenbook.org        
  • 75. Business  Case  for  Corporate  Facebook  UOlizaOon   75  @ericschwartzman   Source:  Facebook  Presenta@on  “Working  Together  to  Build  Social  News”  
  • 76. Facebook  MarkeOng  OpOons  @ericschwartzman  
  • 77. Facebook  Pages  @ericschwartzman  
  • 78. Facebook  Pages  @ericschwartzman  
  • 79. Facebook  Page  MarkeOng  Resources  @ericschwartzman  
  • 80. Causes  are  more  Engaging  than  Pitches  @ericschwartzman   8 0  
  • 81. Most  Liked  Posts  Include  these  Words  @ericschwartzman  for  Effec@ve  Facebook  Wall  Posts   Source:  Strategies   8 1  
  • 82. Most  Commented  Posts  Include  these  Words  @ericschwartzman  for  Effec@ve  Facebook  Wall  Posts   Source:  Strategies   8 2  
  • 83. Avoid  PromoOonal  Keywords  @ericschwartzman  for  Effec@ve  Facebook  Wall  Posts   Source:  Strategies   8 3  
  • 84. Facebook  “Like”  BuEons   84  @ericschwartzman  
  • 85. Facebook  Case  Study:  Greenpeace  AEacks  Nestle  @ericschwartzman  
  • 86. Facebook  Case  Study:  Greenpeace  AEacks  Nestle  @ericschwartzman  
  • 87. Facebook  Case  Study:  Deepwater  Horizon   Dealing  with  High-­‐ Levels  of  Feedback  @ericschwartzman  
  • 88. Deepwater  Horizon  Online  Crisis  Comms  Briefing  @ericschwartzman   PODCAST:  hEp://ontherecordpodcast.com/oil-­‐spill      
  • 89. Facebook  MarkeOng  Master  Guide   Click  on  any  of  the  above  to  download  the  Podcast   89  @ericschwartzman  
  • 90. Intro  to  Micro  Blogging   Source:  Current  TV   90  @ericschwartzman  
  • 91. TwiEer  Empowers  Individuals   Trending  Topic  Selected  Trending  Topics  Daily   Trending  Keywords  ReTweet  Volume  Over  Time   TwitPic  of  Missing  Girl   91   @ericschwartzman  
  • 92. Here’s  Proof   92  @ericschwartzman  
  • 93. TwiEer  is  Really  Easy   “                    s  smallness  allowed  more  posts  to  go  up  more   frequently.  Likewise,  it  was  faster  and  easier  for  people  to   respond,  and  thus  the  conversa@on  moved  faster  and  very   onen  went  further  on  TwiGer  than  it  did  on  standard  blogs,"   93  @ericschwartzman   Excerpted  from  TwiGerville  by  Shel  Israel  
  • 94. TwiEer  is  Real  Time  Search   finds  what’s  already  happened   finds  what’s  happening  now   94  @ericschwartzman  
  • 95. Secure  Tweet  Sejngs   Safer  Transmission   @ericschwartzman  
  • 96. TwiEer  is  Public  Record   96  @ericschwartzman  
  • 97. TwiEer  Demo  @ericschwartzman  
  • 98. Popular  TwiEer  Apps:  Bit.ly  Link  Shortener   98  @ericschwartzman  
  • 99. Measuring  Inbounds  Visits  from  TwiEer   99  @ericschwartzman  
  • 100. HOW  TO:  Search  TwiEer   Geography  @ericschwartzman   RESOURCE:  hGp://www.search.twiGer.com      
  • 101. Official  TwiEer  Account   @ericschwartzman  
  • 102. Fake  TwiEer  Account   @ericschwartzman  
  • 103. News  Coverage  @ericschwartzman  
  • 104. Gauging  Influence  @ericschwartzman  
  • 105. Social  Networking:  Linkedin  @ericschwartzman  
  • 106. Social  Networking:  Linkedin  Groups  @ericschwartzman  
  • 107. Linkedin   How  to   Sync  your   TwiEer   and   Linkedin   Accounts  @ericschwartzman  
  • 108. Linkedin  Signal  @ericschwartzman  
  • 109. Linkedin  Groups  @ericschwartzman  
  • 110. What’s  Next?  Mobile,  Mobile,  Mobile   HOW  TO:  Op@mize  for  Mobile  Search:  ontherecordpodcast.com/mobile   110  @ericschwartzman  
  • 111. Facebook  Connect/Open  Graph   111  @ericschwartzman  
  • 112. Facebook  Connect/  Open  Graph   112  @ericschwartzman  
  • 113. Facebook  Connect  /  Open  Graph   113  @ericschwartzman  
  • 114. The  Challenge:  Overcoming  Digital  Illiteracy   114  @ericschwartzman   Social  Media  Training:  hGp://www.socialmediabootcamp.com    
  • 115. Download  the  Decks   hGp://www.ericschwartzman.com/pr/schwartzman/training-­‐course-­‐presenta@ons.aspx   115  @ericschwartzman  
  • 116. Put  You  Commute  to  Work  @ericschwartzman   RESOURCE:  hEp://ontherecordpodcast.com    
  • 117. Follow  Up  Resource:  Social  MarkeOng  Book   Eric  Schwartzman   DOWNLOAD  THE  DECK     Available:     Amazon  ::  Barnes  &  Noble   Borders  ::  iPad  ::  Kindle   117  @ericschwartzman  
  • 118. K.I.T.   (310)  463-­‐4026            Phone   my-­‐calendar          Calendar   eric[at]ericschwartzman[dot]com  Email   ericschwartzman.com      Website   ontherecordpodcast.com      Podcast   spinfluencer.com        Blog   @ericschwartzman        TwiGer   facebook.com/ericschwartzman    Facebook   linkedin.com/in/schwartzman      Linkedin     youtube.com/spinfluencer      YouTube     slideshare.net/ericschwartzman      Slideshare   Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0 118  @ericschwartzman  

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