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SnapDragon EPA Social Media Presentation
1. EPA SOCIAL MEDIA PRESENTATION
JANUARY 11, 2009
SnapDragon CONSULTANTS
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2. AGENDA FOR TODAY
• Introduction
• Five Trends
• “Ask Your Realtor About Radon”
SnapDragon CONSULTANTS
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3. 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
SnapDragon CONSULTANTS
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5. 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
SnapDragon CONSULTANTS
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6. WHERE WE ARE HEADED
55-65
13-17
• The population of social media (7%)
(11%)
45-54
users is close to reflecting the (12%)
makeup of the general 18-25
35-44
(29%)
population
(18%)
• Useful and engaging digital
26-34
resources are widely and (23%)
rapidly adopted
Facebook Users by Age
(Source: Inside Facebook 1/1/10)
• People expect them!
SnapDragon CONSULTANTS
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8. TREND #1
Content (not necessarily relationships) is the
most valuable asset on the social Web
ACTION Provide trusted content and useful
tools
SnapDragon CONSULTANTS
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9. 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
SnapDragon CONSULTANTS
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11. 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
SnapDragon CONSULTANTS
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12. 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?
SnapDragon CONSULTANTS
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13. 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
SnapDragon CONSULTANTS
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14. 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
SnapDragon CONSULTANTS
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15. MANNERS & GOOD BEHAVIOR
MATTER
SnapDragon CONSULTANTS
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16. 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.)
SnapDragon CONSULTANTS
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17. 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?
SnapDragon CONSULTANTS
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18. 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
SnapDragon CONSULTANTS
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19. 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
SnapDragon CONSULTANTS
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20. 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…
SnapDragon CONSULTANTS
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23. 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
SnapDragon CONSULTANTS
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24. 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?
SnapDragon CONSULTANTS
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25. 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
SnapDragon CONSULTANTS
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26. 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
SnapDragon CONSULTANTS
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32. 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
SnapDragon CONSULTANTS
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33. 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?
SnapDragon CONSULTANTS
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34. 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.
SnapDragon CONSULTANTS
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35. 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
SnapDragon CONSULTANTS
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37. 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
SnapDragon CONSULTANTS
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38. 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?
SnapDragon CONSULTANTS
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