Social Media For Social Good

Tips & Rules of Engagement

#UNSOCIALMEDIANovember 3, 2011

Hi, I'm Lynne

Lynne d Johnson

● Content + Community Consultant

● Adjunct Professor SUNY Empire + MCNY

● www.lynnedjohnson.com● Twitter: @lynneluvah● Slideshare: lynneluvah

NGOs

Nonprofits

I'm Not From

Photo Credit: Flickr User kreytyn

I'm From

B2BB2C

Photo Credit: Flickr User beatrixrose

And We Have Causes Too...

https://www.youtube.com/watch?v=Gi44EtbFjd4

Giorgio Armani - Acqua for Life

One fragrance = 100 liters of drinking water for children worldwide

How Did They Do It?● Hired digital agency R/GA to develop the strategy/digital campaign

(No, I didn't work on this campaign)● Developed "Drops For Life" site● Each visitor to Facebook who "Liked" Armani donates $1 to

UNICEF clean water Tap Project● Each drop of water on site contained the contributor's name● Contributor posted customized message on their own Facebook

wall● Developed "Carry A Drop" app● Each time the game was played or "Liked" another $1 donated● For every bottle of Acqu Di Gio for men or women sold for one

month $1 donated

But, There Are No Magic Tricks

Photo Credit: Flickr User Paskura76

There Are Business Goals And Strategies That Lead To Tactics

Brand Awareness

Brand Reputation Provide Education

Source: SocialCast

Customer Service

Source: SocialCast

The Problem Is Most People Just Start With The Tactics

The Case For Social Media

● 800m+ Active Users

● 130+ Friends For Avg. User

● 80 Community Pages, Groups Events (Avg. User Connected)

● 500m+ Use App or Experience FB Platform On Other Sites

● 175m+ Registered Users

● 1b+ Tweets Sent Per Week

● 3X More Likely To Share Content

● 13% Online Adults Use Twitter

● 800m+ Monthly Unique Visitors

● 3b+ Videos Viewed Each Day

● 98 Of AdAge's Top 100 Advertisers Have Campaigns

● 100m+ Take Action On Video Each Week

The Case For Social Media

● 20m+ Individual Blogs

● 10b+ Total Posts● 72m+ Monthly

Visitors● 6.5b Pageviews

Per Month

● 49m+ Sites● 289m+ Monthly

Visitors To WP Sites/Pages Monthly

● 2.5b Pageviews Per Month

● 120m+ Members

● 2b People Searches 2010

● 2m+ Company Pages

● 870,612 Groups As Of March 2011

But Without The End Goal In Mind, You Won't Know Which Tool To Use, Why, Or Even How

Begin With Listening To The People You Want To Engage

"In my experience, it's listening that separates the social media experts from social media theorists." - Brian Solis, Engage

Tips For Listening

1. Set up a Google Alert or other search action (Boardreader, socialmention, icerocket, BlogPulse) to find out where and when people are talking about you and what types of content they respond to most

2. Set up a simple dashboard (Hootsuite, Tweetdeck, coTweet) to monitor searches, conversations, and your accounts

3. Take note of what your competitors are doing to see what works and what doesn't

4. Use a free influencer service like Klout or Peer Index to find out who is influential about your topic or brand and study their rules of engagement and enlist them in your efforts

Take The Insights You Learn From Listening And Apply To Your Goals To Develop Your Strategy

Listen

Set Goals

Develop Strategy

Develop Tactics and Choose

Channels

Engage

Brand AwarenessReal-time + Influencer Engagement

Customer ServiceTraffic Generation

Word Of Mouth (ReTweets/Links)

Monitoring Brand Reputation#Hashtag Live Chats

Build Advocacy

Brand AwarenessHigh-Level Engagement (Watching + Commenting + Sharing)Visual StorytellingEducation (How-To)Live Events

Brand AwarenessHigh-Level Engagement (Apps/Contests/Photos/Games)Traffic GenerationWord Of Mouth(Shares + Likes)Live EventsBuild Advocacy

Brand AwarenessVisual Storytelling

High-Level Engagement (Images + Re-posting)

Develop Tactics and Choose

Channels

Brand AwarenessThought LeadershipEducationTraffic GenerationSearch Engine OptimizationEncourage TrustQuick News UpdatesBuild Advocacy

Thought LeadershipBuild Interest-based Community

SEO - Traffic GenerationE-mail Marketing Built In

Lead Generation

Develop Tactics and Choose

Channels

You Don't Have To Reinvent The Wheel

Tools Of The Trade

21 Rules of Engagement From Brian Solis1. Discover all relevant communities of interest and observe the choices, challenges, impressions, and wants of the people within each network.2. Don’t just participate solely in your own domains (Facebook Fan Page, Twitter conversations related to your brand, etc.). Participate where your presence is advantageous and mandatory.3. Determine the identity, character, and personality of the brand and match it to the persona of the individuals representing it online.4. Establish a point of contact who is ultimately responsible for identifying, trafficking, or responding to all things that can affect brand perception.5. As in customer service, representatives require training to learn how to proactively and reactively respond across multiple scenarios. Don’t just put the person familiar with social networking in front of the brand.

Engage

6. Embody the attributes you wish to portray and instill. Operate by a code of conduct.7. Observe the behavioral cultures within each network and adjust your outreach accordingly.8. Assess pain points, frustrations, and also those of contentment in order to establish meaningful connections.9. Become a true participant in each community you wish to activate. Move beyond marketing and sales.10. Don’t speak at audiences through canned messages. Introduce value, insight and direction with each engagement.11. Empower your representatives to offer rewards and resolutions in times of need.12. Don’t just listen and placate — act. Do something.

21 Rules of Engagement From Brian Solis

Engage

13. Ensure that any external activities are supported by a comprehensive infrastructure to address situations and adapt to market conditions and demands.14. Learn from each engagement and provide a path within the company to adapt and improve products and services.15. Consistently create, contribute, and reinforce service and value.16. Earn connections through collaboration and empower advocacy.17. Don’t get lost in translation. Ensure your communication and intent is clear and that your involvement maps to objectives created for the social web.18. Establish and nurture beneficial relationships online and in the real world as long as doing so is important to your business.

21 Rules of Engagement From Brian Solis

Engage

19. “Un-campaign” and create ongoing programs that keep you connected to day-to-day engagement.20. “Un-market” by becoming a resource to your communities.21. Give back, reciprocate, and recognize notable contributions from participants in your communities.

21 Rules of Engagement From Brian Solis

Engage

Thank You!