(ROSEMEAD) Friday, Aug. 12, 2011

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