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Social Media For Social Good

     Tips & Rules of Engagement




                              #UNSOCIALMEDIA
                               November 3, 2011
Hi, I'm Lynne

                Lynne d Johnson

                 ● Content + Community
                   Consultant
                 ● Adjunct Professor SUNY
                   Empire + MCNY
                 ● www.lynnedjohnson.com
                 ● Twitter: @lynneluvah
                 ● Slideshare: lynneluvah
I'm Not From

       NGOs


               Nonprofits




                            Photo Credit: Flickr User kreytyn
I'm From




                 B2C
           B2B
                       Photo Credit: Flickr User beatrixrose
And We Have Causes Too...
Social Media For Social Good: Tips & Rules Of Engagement
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          Customer Service




    Source: SocialCast




Brand Reputation         Provide Education
Source: SocialCast
The Problem Is Most People Just Start
With The Tactics
The Case For Social Media

● 800m+ Active       ● 800m+ Monthly       ● 175m+
  Users                Unique Visitors       Registered Users
● 130+ Friends For   ● 3b+ Videos Viewed   ● 1b+ Tweets Sent
  Avg. User            Each Day              Per Week
● 80 Community       ● 98 Of AdAge's Top   ● 3X More Likely To
  Pages, Groups        100 Advertisers       Share Content
  Events (Avg.         Have Campaigns      ● 13% Online
  User Connected)    ● 100m+ Take Action     Adults Use
● 500m+ Use App        On Video Each         Twitter
  or Experience        Week
  FB Platform On
  Other Sites
The Case For Social Media


 ● 20m+ Individual    ● 49m+ Sites            ● 120m+
   Blogs              ● 289m+ Monthly           Members
 ● 10b+ Total Posts     Visitors To WP        ● 2b People
 ● 72m+ Monthly         Sites/Pages Monthly     Searches 2010
   Visitors           ● 2.5b Pageviews Per    ● 2m+ Company
 ● 6.5b Pageviews       Month                   Pages
   Per Month                                  ● 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
Set
   Goals


   Listen


   Develop
   Strategy


Develop Tactics
 and Choose
  Channels


    Engage
Brand Awareness
Brand Awareness                        Real-time + Influencer Engagement
High-Level Engagement                                    Customer Service
(Apps/Contests/Photos/Games)                             Traffic Generation
Traffic Generation                                          Word Of Mouth
Word Of Mouth                                            (ReTweets/Links)
(Shares + Likes)                              Monitoring Brand Reputation
Live Events                                           #Hashtag Live Chats
Build Advocacy                                             Build Advocacy
                          Develop   Tactics
                           and Choose
                            Channels



Brand Awareness                                          Brand Awareness
High-Level Engagement                                    Visual Storytelling
(Watching + Commenting + Sharing)                  High-Level Engagement
Visual Storytelling                                 (Images + Re-posting)
Education (How-To)
Live Events
Brand Awareness
Thought Leadership
Education
Traffic Generation
Search Engine Optimization
Encourage Trust
Quick News Updates
Build Advocacy
                             Develop Tactics
                              and Choose
                               Channels

                                                        Thought Leadership
                                           Build Interest-based Community
                                                   SEO - Traffic Generation
                                                   E-mail Marketing Built In
                                                           Lead Generation
You Don't Have To Reinvent The Wheel
Tools Of The Trade
21 Rules of Engagement From Brian
Solis
1. 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
                                                               Engage
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.
21 Rules of Engagement From Brian
Solis
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      Engage
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
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
                                                             Engage
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
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
                                                          Engage
contributions from participants in your communities.
Thank You!

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Social Media For Social Good: Tips & Rules Of Engagement

  • 1. Social Media For Social Good Tips & Rules of Engagement #UNSOCIALMEDIA November 3, 2011
  • 2. Hi, I'm Lynne Lynne d Johnson ● Content + Community Consultant ● Adjunct Professor SUNY Empire + MCNY ● www.lynnedjohnson.com ● Twitter: @lynneluvah ● Slideshare: lynneluvah
  • 3. I'm Not From NGOs Nonprofits Photo Credit: Flickr User kreytyn
  • 4. I'm From B2C B2B Photo Credit: Flickr User beatrixrose
  • 5. And We Have Causes Too...
  • 7. 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
  • 8. But, There Are No Magic Tricks Photo Credit: Flickr User Paskura76
  • 9. There Are Business Goals And Strategies That Lead To Tactics
  • 10. Brand Awareness Customer Service Source: SocialCast Brand Reputation Provide Education
  • 12. The Problem Is Most People Just Start With The Tactics
  • 13. The Case For Social Media ● 800m+ Active ● 800m+ Monthly ● 175m+ Users Unique Visitors Registered Users ● 130+ Friends For ● 3b+ Videos Viewed ● 1b+ Tweets Sent Avg. User Each Day Per Week ● 80 Community ● 98 Of AdAge's Top ● 3X More Likely To Pages, Groups 100 Advertisers Share Content Events (Avg. Have Campaigns ● 13% Online User Connected) ● 100m+ Take Action Adults Use ● 500m+ Use App On Video Each Twitter or Experience Week FB Platform On Other Sites
  • 14. The Case For Social Media ● 20m+ Individual ● 49m+ Sites ● 120m+ Blogs ● 289m+ Monthly Members ● 10b+ Total Posts Visitors To WP ● 2b People ● 72m+ Monthly Sites/Pages Monthly Searches 2010 Visitors ● 2.5b Pageviews Per ● 2m+ Company ● 6.5b Pageviews Month Pages Per Month ● 870,612 Groups As Of March 2011
  • 15. But Without The End Goal In Mind, You Won't Know Which Tool To Use, Why, Or Even How
  • 16. Begin With Listening To The People You Want To Engage
  • 17. "In my experience, it's listening that separates the social media experts from social media theorists." - Brian Solis, Engage
  • 18. 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
  • 19. Take The Insights You Learn From Listening And Apply To Your Goals To Develop Your Strategy
  • 20. Set Goals Listen Develop Strategy Develop Tactics and Choose Channels Engage
  • 21. Brand Awareness Brand Awareness Real-time + Influencer Engagement High-Level Engagement Customer Service (Apps/Contests/Photos/Games) Traffic Generation Traffic Generation Word Of Mouth Word Of Mouth (ReTweets/Links) (Shares + Likes) Monitoring Brand Reputation Live Events #Hashtag Live Chats Build Advocacy Build Advocacy Develop Tactics and Choose Channels Brand Awareness Brand Awareness High-Level Engagement Visual Storytelling (Watching + Commenting + Sharing) High-Level Engagement Visual Storytelling (Images + Re-posting) Education (How-To) Live Events
  • 22. Brand Awareness Thought Leadership Education Traffic Generation Search Engine Optimization Encourage Trust Quick News Updates Build Advocacy Develop Tactics and Choose Channels Thought Leadership Build Interest-based Community SEO - Traffic Generation E-mail Marketing Built In Lead Generation
  • 23. You Don't Have To Reinvent The Wheel
  • 24. Tools Of The Trade
  • 25. 21 Rules of Engagement From Brian Solis 1. 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 Engage 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.
  • 26. 21 Rules of Engagement From Brian Solis 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 Engage 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.
  • 27. 21 Rules of Engagement From Brian Solis 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 Engage 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.
  • 28. 21 Rules of Engagement From Brian Solis 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 Engage contributions from participants in your communities.