Social Media in 10 Minutes - 2013

Social Media in 10 Minutes
Laura Lee Dooley
Online Engagement Architect & Strategist
World Resources Institute
about.me/lauraleedooley

about.me/lauraleedooley Laura Lee Dooley, January 2013

Social media
Social engagement

is all about relationships.


People like doing business with
people they know …
… and love doing business with
people they trust.

Edelman Trust Barometer 2008

TRUST is
personal . . . requires risk-taking . . . about relationships, not
transactions . . . based on being willing to put the other’s needs first.

ambient awareness … and presence
Peter Cho

Current Listening Posts

… organizing online conversations …
http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpg


Building and sustaining trust
Emotional
Connection

5 attributes
that drive
users to
insist on
specific
brands

Based on “Creating Brand
Insistence” by The Blake Project


Partners,
Donors

Action
Ambassador,
Evangelist
Trust

Marketer
Relationships

Repeat Visitor

Information Seeker


Voices Most Trusted
Academic or expert 68%
70%

Technical expert in the company 66%
64%

Person like yourself 65%
43%

Regular employee 50%
34%

NGO representative 50% 2012
47%
2011
Financial or industry analyst 46%
53%

CEO 38%
50%

Government official or regulator 20%
43%


Positioning – where audience is now vs. where you want them to be
Pre-contemplation Contemplation Action (Maintenance)


1 time, 5%

Regardless of
10+ times,
channel, voice, or 13% 2 times,
country … 6-9 times,
14%
6%

… a majority of
people need to hear 4-5 times,
the same message 28% 3 times,
3-5 times to believe 35%

it.


Social Media Benefits

• Establish credibility and trust
• Build communities of interest
• Share and gather resources
• Participate in the online conversation
• Encourage action
• Drive traffic
• Leverage mobile access


Social Networking Site Use by Age Group, 2005-2012
% of internet users in each age group who use social networking sites
100
92
86 87 86
75
76
72 73
67 68
61
57
50
%

49 48 49 50
47
38
25 34
25 29
24 26
9
8 11
7 13
7
0 6 4 1
Apr-09
Aug-06

May-08

May-10

Aug-11

Aug-12
Feb-05

Feb-12
Source: Pew Internet
18-29 30-49 50-64 65+

10 Social Strategy Rules to Follow
1. Do it!
2. Listen First
3. Develop a Roadmap
4. Go Where Your Audience Is
5. Keep Your Profile Updated
6. Build Your Social Circle
7. Establish Your Voice
8. Know Your Community
9. Take Time to Engage
10. Measure and Track


Social Strategy Rule #1.
DO IT!

Be present or be invisible.
ignored.
unheard.
passed by.
distrusted.

Photo credit: flickr/qwrrty

Listen First

“Seek first to understand,
then to be understood.”
Stephen Covey (Habit 5)

Photo credit: flickr/xslim

Develop a Roadmap

Begin with the end in mind.
Mental creation precedes
physical creation.
Stephen Covey (Habit 2)

Photo credit: flickr/Editor B

Social Strategy Rule #3:
Develop a Roadmap – Long-term
• IMPACT & OUTCOMES. What is your goal ?
– How do you want to make a difference?
– Connecting, learning, sharing, building a support network, other?
• SOCIAL CIRCLE. Who are your audiences?
– Who do you want to listen to? Who do you want to share with?
– You don’t need to connect with everybody
• CONVERSATION & VOICE. What is your message?
– What do you have to say? What is your elevator pitch?
– In social media you are selling an idea AND yourself!
• TOOLS AND TACTICS. What resources will you use?


Go Where Your
Audience Is

If you build it, they won’t
necessarily come.

Photo credit: flickr/stignygaard

1,000
Top Social Networks
by millions of users

200 187
120
12

Keep Your Profile
Updated

• CURRENT information
• Google yourself
• Review privacy & change
passwords periodically

Photo credit: flickr/juanjocarvajal
Photo credit: flickr/xslim

Build Your Social Circle

“ 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)

Photo credit: flickr/waltstoneburner

Establish Your Voice

It is not about you.
It is about the value
you bring to others.

Photo credit: flickr/Hazzat

I’m an I’m interested
in … I’m good
expert on at …
…

Personal branding
I hang
around I have info
with … about …
I talk a lot
about …
I like to …


Know Your Community
Who are your …
• Fans
• Followers
• Readers
• Repeaters
• Subscribers
• Advocates
• Free agents

Photo credit: flickr/David_Shankbone

Audience Analysis – Social Circle
A B C D E F G
1

2

3

4

Take Time to Engage

“It’s not enough to be busy, so
are the ants. The question is,
what are we busy about?”
Henry David Thoreau

Photo credit: flickr/ what_i_see

Measure and Track

“Measurement is your map,
and metrics are your
signposts.”
Beth Kanter,
Katie Delahaye Paine
Photo credit: flickr/stevenharris

Some Basic Metrics
• Growth – friends, followers, fans, connects, subscribes
• Twitter – shares, retweets, mentions, clickthroughs
• Facebook – shares, likes, comments, messages
• LinkedIn – shares, comments, views, clicks, likes
• YouTube, Slideshare, Flickr, Vimeo – views, embeds,
comments, favorites
• Email, RSS feeds – opens, views, clickthroughs
• Social bookmarking – saves, likes
• Google – pageviews, visits, time on page, shares,
connects

Social Media Strategy Framework
1. Do it!
2. Listen First
3. Develop a Roadmap
4. Go Where Your Audience Is
5. Keep Your Profile Updated
6. Build Your Social Circle
7. Establish Your Voice
8. Know Your Community
9. Take Time to Engage
10. Measure and Track


Lessons Learned in Social Media

• If you’re not present, you are absent
• Seek first to understand
• Conversation – NOT marketing
• Invest time and effort
• Offline and online reputations are linked
• WRI values in practice
– Respect, innovation, independence, integrity, urgency
• Measure, measure, measure


Social Media in 10 Minutes
Laura Lee Dooley
Online Engagement Architect & Strategist
World Resources Institute
about.me/lauraleedooley
lldoolj2@gmail.com


Social Media in 10 Minutes - 2013

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