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

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
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81