SnapDragon EPA Social Media Presentation

SnapDragon CONSULTANTS

EPA SOCIAL MEDIA PRESENTATION JANUARY 11, 2009

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AGENDA FOR TODAY •  Introduction

•  Five Trends

•  “Ask Your Realtor About Radon”

SnapDragon CONSULTANTS 2


SOCIAL MEDIA IN THE NEWS •  Iranian political opposition using Twitter •  Obama campaign leveraging social media to

attract “long tail” donors •  iPhone application store passes 3 billion

downloads •  Major print publication companies collapsing

•  Kindle eReader best selling gift on Amazon

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SOCIAL MEDIA DEFINED:



HOW WE GOT HERE

•  For almost 40 years it’s been about making it easier for people to connect

•  In the last 15 years there’s been a dramatic rise in participation because of the public Web

•  Now barriers to entry have fallen to the point where any and everyone can become involved



WHERE WE ARE HEADED

•  The population of social media

users is close to reflecting the

makeup of the general

population

•  Useful and engaging digital

resources are widely and

rapidly adopted

•  People expect them!


55-65 (7%)

13-17 (11%)

18-25 (29%)

26-34 (23%)

35-44 (18%)

45-54 (12%)

Facebook Users by Age (Source: Inside Facebook 1/1/10)

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FIVE TRENDS



TREND #1


Content (not necessarily relationships) is the most valuable asset on the social Web

ACTION Provide trusted content and useful tools

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KEY FACTS •  Effective content gives people a reason to share with

their networks of friends

•  All content is not equal: relevance and quality matter

•  Most brands and government organizations are sitting on content goldmines

•  Content has new shelf life on the Web

•  Content attracts links, the important kind of endorsement on the Web

•  Content comes up in search

•  Micro-communities can catapult content



THE CDC’S MULTIFACETED EFFORT



SOME EXAMPLES… ✔ Johnson & Johnson Baby Center provides content

geared to mothers worldwide in six languages

✔ Miller Welding provides tons of useful video, blog content, and articles for builders and welders

✖ Walmart pays a couple to visit stores across the country and blog about it as though they were doing it of their own accord

✖  FedEx takes action against a man who posted extremely popular YouTube videos of himself with furniture he made out of FedEx boxes



QUESTIONS TO ASK •  What kind of content are the people you need to

reach seeking?

•  How can you make your existing content more sharable (Sharing buttons, Facebook Connect)?

•  What kind of new content should you develop?

•  What content am I sitting on (potential for video, getting presentations out there)?

•  Where do the individuals I want to reach consume and share content?



TREND #2


If you just build it, they will not come.

ACTION Encourage sharing and exposure. If you want your material to “go viral”, you have to do all you can to make it contagious

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KEY FACTS •  A good idea isn’t enough, strategic and

technical steps have to be taken to give it a chance

•  Key influencers need to be identified and reached out to

•  It’s competitive out there, users have a lot of choices about where to go online



MANNERS & GOOD BEHAVIOR MATTER



SOME EXAMPLES… ✔ Several museums (Brooklyn Museum, The Tate in

London) are asking people to view artwork and comment on it online—their contributions are then incorporated into the physical exhibit and are even factored into curation

✖ Daffy’s, the clothing retailer, using Twitter to announce when trucks are “loading”, which isn’t useful or interesting information. (Other companies are offering discounts or providing custom support through the service.)



QUESTIONS TO ASK •  Who are the key influencers in your space?

•  How do they like to be reached?

•  What is the tone of the online conversation about my topic area?

•  Is anyone talking about my content? What are they saying?

•  Where are visitors to my site coming from?



TREND #3


People, not just tech experts, are waking up to the fact that there are many things that can be done “behind the scenes” to make content and sites more attractive to search engines

ACTION Think strategically about being “found”—it all begins with search

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KEY FACTS •  Inbound links are a key factor in determining

how highly a site appears in a list of search results

•  Content on the page is used to match search terms to appropriate destination

•  How a site is built affects how its content is read by search engines

•  Search engines are evolving to be more about “real time” search



LINKING


My Blog Post Hey everybody, make sure to check out the EPA’s resource about checking your home for radon gas, you can find them here…

Living healthy and green starts from

the ground up Welcome to the EPA’s radon resource area…


HOW GOOGLE WORKS



WHERE THEY SHARE


AND MORE…

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SOME EXAMPLES… ✔ Wells Fargo’s blogs, particularly one focused on

the company’s history, makes strong use of available content even though it’s not their core message

✖ The Web site for the new Verizon Droid phone was initially entirely in Flash and didn’t come up in searches

✖ EPA Greenversations blog doesn’t have a “blogroll” or social sharing tools



QUESTIONS TO ASK •  Am I targeting users who are likely to be ones

creating their own links (ones with their own blogs or Twitter accounts)?

•  Is the technical “plumbing” of my site optimized for search? Are there organizational barriers to making necessary changes that need to be addressed?

•  What search terms are most important? Have I taken steps to target them?

•  Am I providing fresh, updated content?



TREND #4


The most exciting opportunities in social media involve leveraging new platforms and doing so in new ways

ACTION Pay attention to new services, API (application platform interface) announcements, and changes in features sets

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KEY FACTS •  Many different platforms for interactive social engagements

–  Facebook Connect, OpenSocial, Salesforce, OpenID, OAuth

•  Identity Portability is becoming increasingly important –  Decreases barriers to registration/participation

–  Blog commenting using social network identities has seen rapid adoption and is changing the shape of the Web

•  The Facebook platform has 350 million users (would be world’s 4th biggest country) –  Facebook API evolves weekly

–  Huge opportunity to get your message and content shared exponentially



FACEBOOK EVOLVED



FACEBOOK


SnapDragon CONSULTANTS SnapDragon CONSULTANTS

FACEBOOK: GET CONNECTED

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SOME EXAMPLES… ✔ Blynk Organic uses Foursquare (location-based

social network) to attract customers by allowing “mayors” (a status earned within the service) to eat for free

✔ 511NY automated traffic and transit update Twitter feeds (created by SnapDragon & PlowShare)

✖ Coca-cola spends millions of dollars creating a branded pavilion in the virtual world “Second Life” that almost no one at all visits



QUESTIONS TO ASK •  Have I examined new open platforms for opportunities

relevant to my message and my audience?

•  Am I taking full advantage of new tools around big networks like Facebook?

•  What does my Facebook page look like? Is it compelling?

•  What content outside of social platforms do I want to see shared on those platforms?

•  Am I using Facebook Connect, OpenSocial, or other integration tools to maximize sharing activity?



TREND #5


Consumers expect marketing programs to have a social media component—they expect a two-way conversation

ACTION To get maximum benefit, social media should be an established part of traditional marketing campaigns, PR work, etc.

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KEY FACTS •  Innovative sites that incorporate social tools are

setting the standards, avoiding change means disappointing users

•  Journalists are using social media to find stories

•  People of all sorts are increasingly looking for online experiences that allow them to take an active role, not just be passive consumers of information



SOCIAL MEDIA–ENABLED NEWS ROOM

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Some Examples… ✔  “My Starbucks Idea” solicits ideas from

customers online, facilitating direct communication and feedback—many of the suggestions have been put into practice

✖  GE communication department emails a left-leaning, political satire blog suggesting they write in favor of funding for additional military aircraft; the blog criticizes and ridicules GE



QUESTIONS TO ASK •  Are my marketing and communications strategies

providing ways for people to actively engage? •  Are medium-appropriate versions of my “press releases”

going out across as many channels as possible? •  Does my organization have practices in place to ensure

that social media tools are being incorporated consistently and effectively?

•  How does the experience I am providing on the Web compare to alternatives in my vertical/topic area? Am I providing the most interesting way to approach my subject matter?



THANK YOU!



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SnapDragon EPA Social Media Presentation