View
768
Download
1
Category
Tags:
Preview:
Citation preview
Engaging Our Audiencesvia Social Media
Laura Lee Dooley
Quick Attendee Poll
LinkedIn Digg/Stumbleupon Delicious
Google Reader FacebookTwitter
The basic daily conversation
Rela
tions
hips
Information Seeker
Repeat Visitor
Marketer
Ambassador, Evangelist
Partners, Donors
Impa
ct
Engage for Impact
Social media Social engagement
is all about relationships.
“It has never been about me.
It has always been about you.”
Egyptian Revolution
Edelman Trust Barometer 2008
People like doing business with people they know …
… and love doing business with people they trust.
TRUST is personal . . . requires risk-taking . . . about relationships, not
transactions . . . based on being willing to put the other’s needs first.
Flickr: kamshots|Kam
yar Adl
Each personal interaction between a company and a customer or between you and a member of your community presents an
opportunity to gain an advocate for your brand – Seth Simonds
Base
d on
“Cr
eatin
g Br
and
Insi
sten
ce”
by T
he B
lake
Pro
ject
5 attributesthat drive users to insist on specific brands
Awareness
Acc
ess
ibilit
y Valu
e
EmotionalConnection
Relev
ant
Differ
entia
tion
Building and sustaining trust
Pre-contemplation Contemplation Action (Maintenance)
Positioning – where audience is now vs. where you want them to be
Edelman Trust Barometer 2009
Regardless of channel, voice, or country …
… a majority of people need to hear the same message 3-5 times to believe it.
Edelman Trust Barometer 2010
Expert voices most trusted
Edelman Trust Barometer 2011
57% will believenegative information
after hearing it1-2 times
15% will believepositive informationafter hearingit 1-2 times
51%will believe
positiveinformation
after hearing it1-2 times25%
will believe negative informationafter hearing it 1-2 times
When a brand is distrusted When a brand is trusted
Trust protects reputation
VS.
10 Rules of Social Engagement
Social Engagement Rule #1.
DO IT!
Photo credit: flickr/qwrrty
Be present or be invisible. ignored. unheard. passed by. distrusted.
“Ed TV” (1999)
Agreeing to having his "life" aired on cable TV 24-hours-a-day, Ed Pekurny is followed,
wherever he goes, by a video crew.
Social Engagement Rule #1.
DO IT!
Photo credit: flickr/qwrrty
• Complete /Update Profiles– LinkedIn, Facebook– Twitter, Delicious
• Get into Google– Reader, Gmail, Contacts,
Docs, YouTube … +
• Use Privacy Settings• Google Yourself
What if rather than try to aggregate activities from existing social sites, there was just one
social network that combined them all?
Leverage the WRI Values
• Independence• Innovation• Integrity• Respect• Urgency
Social Media Values
Social Media Rule #1.
DO IT!
Photo credit: flickr/shrff
RESOURCES:• Social Media Lab• WRI Guidelines• Webinars• eNewsletters• Blogs• Experience• Me!
Social Engagement Rule #2.
Evolve a Strategy!
Photo credit: flickr/Editor B
ProperPlanningPreventsPoorPerformance
Social Engagement Rule #2:
Evolve a Strategy
• IMPACT & OUTCOMES. What is your goal ?– Policy or behavior change? – “raising awareness?”
• SOCIAL CIRCLE. Who are your audiences?– Primary, Secondary, Opposition– You don’t need to connect with everybody
• CONVERSATION & VOICE. What is your message?– What will motivate your audience to take action?– Facts are not enough
Strategy
Social Engagement Rule #3.
Go Where Your Audience Is
Photo credit: flickr/stignygaard
If you build it, they won’t necessarily
come.
Some statistics• Facebook tops Google for weekly traffic in the U.S.
• 80% of companies use social media for recruitment; 95% of these use LinkedIn.
• Women (57%) dominate men (44%) in terms of overall social media use. However, nearly twice as many men (63%) as women (37%) use LinkedIn.
• Some 52% of Facebook users and 33% of Twitter users engage with the platform daily, while only 7% of MySpace users and 6% of LinkedIn users do the same.
Social Engagement Rule #3.
Go Where Your Audience Is
• Email Connections• Twitter = News feed• LinkedIn = Professional
connection• Facebook = More
informal and personal and 750 million +
Photo credit: flickr/stignygaard
Social Engagement Rule #4.
Listen First!
Photo credit: flickr/xslim
“Seek first to understand, then to be understood.”Stephen Covey (Habit 5)
Social Engagement Rule #4.
Listen First!
Photo credit: flickr/xslim
10. Complaint9. Compliment8. Problem7. Question of inquiry6. Campaign impact5. Crisis4. Competitor3. Crowd2. Influencer1. Point of need
Social Engagement Rule #4.
Listen First!
Photo credit: flickr/xslim
• Google Reader• RSS Feeds• Google Alerts
• Twitter• Search• Hashtags
• Facebook• LinkedIn• Email and Newsletters• Google +
Social Engagement Rule #5.
Build YourSocial Circle
Photo credit: flickr/waltstoneburner
“ No man is an island entire of itself; every man
is a piece of the continent, a part of the main...”
John Donne (1572-1631)
Tapping Social Media’s PotentialTo Muster a Vast Green Army“A rapidly expanding universe of citizens’ groups, researchers, and environmental organizations are making use of social media and smart phone applications to document changes in the natural world and to mobilize support for taking action.”- Caroline Fraser, @YaleE360
Social Engagement Rule #5.
Build YourSocial Circle
Photo credit: flickr/waltstoneburner
• Friends, FoFs• Partners, PoPs• Colleagues, CoCs• Newsletter recipients• Target constituents• People with similar goals• Those on the other side
Social Engagement Rule #6.
Establish Your Voice
Photo credit: flickr/Hazzat
It is not about you.It is about the valueyou bring to others.
Personal branding
I’m interested in …
I talk a lot about …
I’m an expert on
…
I have info about …
I like to …
I hang around with …
I’m good at …
Social Engagement Rule #6.
Establish Your Voice
Photo credit: flickr/Hazzat
• Message• Community• Shares• Conversation
Social Engagement Rule #7.
Be a TRUST agent
Photo credit: flickr/schmollmolch
Social Engagement Rule #7.
Be a TRUST agent• Make your own game• One of us• Archimedes Effect (Leverage)• Agent Zero• Human Artist• Build an Army
Social Engagement Rule #8.
Know Your Audience
Photo credit: flickr/david_shankbone
Audience Analysis – Social CircleA B C D E F G
1
2
3
4
Social Engagement Rule #9.
Take Time to Engage
Photo credit: flickr/ what_i_see
“It’s not enough to be busy, so are the ants. The question is,
what are we busy about?”Henry David Thoreau
Social Media Time Management
Tota
l Tim
e Co
mm
itmen
t
Source: Amber Naslund. 2010.
Social Engagement Rule #10.
Measure and Track
Relationship + trust
Photo credit: flickr/stevenharris
5 C’s of Engagement
• Creation
• Critiquing
• Chatting
• Collecting
• Clicking
Social Engagement Rule #10.
Measure and Track
Photo credit: flickr/stevenharris
Some Engagement Metrics• Twitter – retweet, mention, clickthrough• Facebook – share, like, comment, message• LinkedIn – post, comment, discuss, recommend• YouTube, Slideshare, Flickr, Vimeo – view,
embed, comment, favorite• Email, RSS feeds – open, view, clickthrough• Delicious, Digg, StumbleUpon – save, like• Friends, followers, fans, subscribes, connects• Google – shares, connects, Analytics, Adwords
Link Tagging
“Clean” URL ?utm_campaign=socialmedia/twitterfeed/bbnc&utm_source=twitter.com&utm_medium=worldresources&utm_content=hyperlink/image (Optional)&utm_keyword=keyphrase (Optional)
For Twitter, shorten URL with bit.ly
Jun-
10
Jul-1
0
Aug-
10
Sep-
10
Oct
-10
Nov
-10
Dec
-10
Jan-
11
Feb-
11
Mar
-11
Apr-
11
May
-11
Jun-
11
0
50
100
150
200
250
300
350
400
450
12
76 61 7681
107 85
10283
81 127112
86
40 53 45 5382
101 116138 152 137 134
163
16 36 23
44
67 64
76 86 76
112
97
161
ShareThis Widget: Users share wri.org contentWordpressWindows_liveTypepadTumblrSinaRedditNewsvineMySpaceMessengerInstapaperFB_likeDiigoDiggCurrentCare2BloggerBeboAimGbuzzDeliciousStumbleUponLinkedInTwitterEmailFacebook
Next Wave: Internal Social Media
• The next wave of employees will expect it.• The workforce is increasingly global.• It can make management easier.• A strong corporate culture may depend on it.
What Do You Need?
What resourceswould help you most?
Recommended