Upload
lauralee-dooley
View
960
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
Twitter with a Dash of Facebook (and LinkedIn) January 24, 2012
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Community-building with Twitter
Laura Lee S. DooleyOnline Engagement StrategistWorld Resources Institute (www.wri.org)twitter.com/lauraleedooleyabout.me/lauraleedooley
Twitter with a Dash of Facebook (and LinkedIn) January 24, 2012
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
People like doing business with people they know …
… and love doing business with people they trust.
Edelman Trust Barometer
Twitter with a Dash of Facebook (and LinkedIn) January 24, 2012
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Building relationship online: How do you cut through the clutter?
MultichannelRelationshipsof Trust
Twitter with a Dash of Facebook (and LinkedIn) January 24, 2012
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Photo by Mallix
Twitter with a Dash of Facebook (and LinkedIn) January 24, 2012
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
• What is your GOAL?• Who is the AUDIENCE?• Networking PURPOSE?• Which SOCIAL NETWORK?• User PARTICIPATION?• User INTERACTION?
SOCIALNETWORK
Plan your strategy to
Twitter with a Dash of Facebook (and LinkedIn) January 24, 2012
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
• What you're DOING• What you're READING• Who you're LISTENING TO• What you’re VIEWING• What you're THINKING ABOUT• What you're INFLUENCED BY
In 140 characters,you can
LET PEOPLE KNOW:
Twitter with a Dash of Facebook (and LinkedIn) January 24, 2012
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
• To BUILD CREDIBILITY by being a resource• To CONNECT to like-minded people• To INFLUENCE others• To REACH INFLUENTIALS • To SPREAD your message• To SPUR CHANGE• To LEARN
WHY do it though?
Twitter with a Dash of Facebook (and LinkedIn) January 24, 2012
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
• Tweet = Twitter message/update• Interaction = Public response to you or your tweet• Reply/Mention = @username• Direct Message (DM) = Mutual friend message• Favorite = Starred tweet• Retweet = RT @username, repeated tweet• Hashtag = #keyword, way of labeling
terms
Twitter with a Dash of Facebook (and LinkedIn) January 24, 2012
Your Social Media Role• Build a follower-friendly profile• Track who @mentions you or your issues• Find, promote & follow others
– [[email protected]]• Know the TOS and etiquette• Use security settings appropriately• Follow the Golden Rule and organization policies• Add Google Analytics Code - http://bit.ly/xqlu3p
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Twitter with a Dash of Facebook (and LinkedIn) January 24, 2012
Direct Message (DM)• Personal information
• Specific request (take offline or to email)
• Conversation (take offline or to email)
• Thank new follower
• Constructive criticism or correction
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Twitter with a Dash of Facebook (and LinkedIn) January 24, 2012
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Followers
Following
Friends
Your initial target audience may not be your only, nor your best target audience
Twitter with a Dash of Facebook (and LinkedIn) January 24, 2012
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Profile pic, title/organization, URL, location, bio
Do they follow you? Have they
@mentioned you or RT your content?
Who do they follow? Are they active in
conversation?
Who follows them and RT their content? What do they tweet
about?
Objective
Inferred
General Issue-Specific
Audience Segmentation
Twitter with a Dash of Facebook (and LinkedIn) January 24, 2012
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Pre-contemplation Contemplation Action (Maintenance)
Positioning – where audience is now vs. where you want them to be
Twitter with a Dash of Facebook (and LinkedIn) January 24, 2012
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Unknown Recognized Liked Respected
For organizations, being a better messenger means moving from the least known to the most respected
Trust
Twitter with a Dash of Facebook (and LinkedIn) January 24, 2012
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Howto’s & Best Practices: TwitterListen first, then share; learn from othersUse URL shortener – Bit.lySave RTs, @references in FavoritesAdd campaign code for Google AnalyticsRT your communityRespond to tweets/DMs directed at youIt’s not about you – it’s about themTwitterfeed as a last resortFundraise for short-term, targeted purpose
Twitter with a Dash of Facebook (and LinkedIn) January 24, 2012
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Howto’s & Best Practices: Facebook
Join Groups, Fan Pages, Causes to connect on issues with those outside your network
Post interesting news to your profileAdd campaign code to track in GAPosts with photos get most attention
Post to walls of Friends, Fan Pages, CausesReference Connections via @FacebookNameUse Messages for private discussions
Twitter with a Dash of Facebook (and LinkedIn) January 24, 2012
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Why LinkedIn?• Increase visibility & connectability• Improve your Google Search results• Public CV/Resume with connections• Connect with people through other people• A transition from networking events• Touch base with alumni, former colleagues, etc.• Learn things about people for conversation-starters
Twitter with a Dash of Facebook (and LinkedIn) January 24, 2012
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Howto’s & Best Practices: LinkedInReview and update information Join relevant groupMake profile public (for search engines)Make profile URL relevant (your name)Know your contacts before adding them as
connectionsFollow relevant companiesConfigure email settings
Twitter with a Dash of Facebook (and LinkedIn) January 24, 2012
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Q&Atwitter.com/worldresources
twitter.com/lauraleedooley
http://delicious.com/lldoolj2/twitter
http://delicious.com/tag/twitter