Lynne d Johnson presentation Social Media For Social Good: Tips & Rules Of Engagement at the UN Social Media Bootcamp presented by Huge at Barnard November 3, 2011
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
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
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
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.