View
1.240
Download
1
Embed Size (px)
DESCRIPTION
presentation by Steve Rubel, Edelman
Citation preview
Advancing Shared Interests with Digital Embassies, Ambassadors & EnvoysSteve Rubel, SVP, Edelman Digital
2
Newspaper readership is down 30%dailies shut down in 2009120+In the U.S., more people rely on the Internet (40%)
(35%)for news than rely
on newspapers
Dispersion of Authority
3
“Continuous Partial Attention”79% of all adults are online—
for an average of 33 hours per week
People will watch 100 million videos on YouTube today
People visit 114 domains and visit 2,500 Web pages each month
1 in 10 Americans online are now on Twitter
4
Social is the New Normal
Two thirds of people online now use social networking or blogging
YouTube is now the #2 popular search engine
Facebook users become “fans” of a particular company, brand, product or
person 3.5 million times a day
Twitter grew 1, 382% in last 12 months
PHOTO GOES HERE
THE SOLUTION:PUBLIC
ENGAGEMENT
6
Public engagement aims to advance shared interests
in a world of interdependence
PHOTO GOES HERE A KEY WAY
FORWARD: DIGITAL
ENGAGEMENT
8
Digital engagement is a continuous set of interactions, communications and the participatory behavior of individuals who seek connectivity, empowerment and real time interactivity through digital and social technologies.
…leading to a more engaged constituency, loyal customers, brand affinity and measurable results.
Where Public & Digital Engagement Overlap
9
Public Engagement
Digital Engagement
Engagement happens on properties you own and properties you wish to influence
Continuous Engagement Leads To Trust
10
11
Trust Increases with Seamless Visibility & Influences Actions
Paid Earned
SocialOwned
SeamlessVisibility
ActionAction
Action
Action
web
mobile
Embassies, Ambassadors and Envoys and Public Engagement
12
13
Your Starting Point: Mutual Gain
The overarching goal of your social media initiative should be to engage individuals and groups around shared interests and inspire them to act for mutual gain.
Employee Engagement Can Support Digital Public Engagement
14
Expertise, Employees & Peers Shape Our Decisions
15
Programs Come in all Shapes & Sizes
16
Short-Lived Campaigns …or Brand & Business Models
Engaging in the Digital Arena is Paramount to ANY Program’s Overall Relevance & Impact
17
Home, Sweet Home.
18
Embassies: Your Home Away from HomeEmbassies are an established presence where interactions, conversations and participation are facilitated by one or more Ambassadors of the brand or organization who owns them.
19
Ambassadors Run Embassies and Build Bridges to the Local Community
Embassies Should Be Built Where You Need Them
20
Digital Embassies: Facebook
21
Digital Embassies: Twitter
22
Digital Embassies: YouTube
Digital Embassies
Are:• Facebook fan pages
• Branded channels on YouTube
• Sustained Twitter feeds
• Ongoing relationships
23
Are Not:• Event Pages• One-off Videos• Tweet-Vites• Sponsored LinkedIn groups
24
Embassies Have Ambassadors. Outposts Need Envoys.Envoys are employees, agents or members of the public, who are willingly dispatched to properties that are not owned or controlled by the business, brand or organization.
25
Embassies Have Ambassadors. Outposts Need Envoys
Envoys Are Deployed to Engage in Outposts
PHOTO GOES HEREDEPLOYING
DIGITAL EMBASSIES &
ENVOYS
26
27
Inputs Values, Vision & Strategy Outputs
EMBASSY PRESENCE & APLICATIONS
AMBASSADOR & ENVOY ENGAGEMENTAmbassadors & Envoys
Embassies
Inputs Strategy Outputs
activate &evaluate
• Engage in real time with content optimized to maximize participation, action and mutual value creation.
synthesize
• Build the foundation for sustained engagement based on shared interests and mutual gain.
listen &
explore• Gather the data needed
to establish benchmarks and inform strategy.
Deploying Digital Embassies & Envoys: Three Recurring Steps
28
29
Listen First
1. Listen & Explore• Visibility Audit
• Conversation Audit
• Social Fitness Check-Up
• Internal
• External
• Influencer Identification (if not already done)
30
Develop A Comprehensive Strategy
2. Synthesize• Digital Compass
• Site & App Construction
• Q1 Content Calendar
• Ambassador Recruiting & On boarding
• Cross-Channel & Inter-Agency Coordination
• Monitoring, Moderation & Rapid Response Protocols
31
Launch, Learn and Continually Iterate
3. Activate, Evaluate and Sustain• Phased Launch
• Alpha → Envoys• Beta
• Implement Real Time Monitoring & Moderation
• Optimize Content For Action & SEO
• Expand Ambassadors
• Measure & Report Results vs. Baseline Benchmarks
32
CRAWL WALK RUN FLY
Prepare Engage AdvocateProtect
A Plan for Building Social Media
Web site
Audit
Monitoring
Training
Crisis Communications
Search
Advertising
Content development
Influencer Outreach
Social media
Ally development
Sponsorships
Leadership blog
Crowdsourcing
Digital Advocacy
Mobile
33
WALKCRAWL RUN FLY
Read blogs, forums and comments
Watch videos or listen to podcasts
Join a social network
Use RSS feeds
Tag photos and web content
Post ratings & reviews
Add comments
Forward news and information
Blog or Tweet
Upload photos, videos & podcasts
Write and post articles
Create a web site
Form a social networking group
CoTweet
Crowdsourcing
OpenID/ Facebook Connect
Distributed content
Serialized content
Advocacy engagement
Spectators & Joiners Creators ChampionsCollectors & Critics
And Have A Plan For Your People To Do The Same
AXE
34
Public Engagement Digital Engagement
SC Johnson/Glade
35
Public Engagement Digital Engagement
Nutro
36
Public Engagement Digital Engagement
Summary
• Public & digital engagement work together
• Engagement leads to trust
• Trust increases visibility and influences actions
• Ambassadors and envoys are deployed against paid, earned, owned and social properties
• Initiatives lead with strategy followed by tactics
• Programs are measured, benchmarked and improved continually over time in a sustainable fashion
37
Engagement
Trust
Influence
Action