In a time of stagnant distrust of institutions, your social media presence provides a means to connect with the people who seek your expertise and trust your brand.

1. LAURA LEE DOOLEY
EMPOWERING CHANGE
THROUGH SOCIAL
MEDIA
Communications Curriculum 2018

2. SOCIALNOMICS
2018
youtu.be/2IcpwISszbQ

3. Social media
is all about relationships,
trust and interaction.

4. IN 2017 …
slideshare.net/lldoolj2/twitter-trump-and-trends

5. “POST-TRUTH”
relating to or denoting
circumstances in which
objective facts are less
influential in shaping
public opinion
than appeals to
emotion and
personal
belief.
bit.ly/2sgF7pY

6. IN 2018 …

7. 29
27
35
37
43
48
46
49
60 60 60
35
39
41
44
46 47
50 50
54
61
63
Government
Official
Journalist Board of
Directors
CEO NGO
representative
Employee Financial
industry analyst
Successful
entrepreneur
A person like
you
Academic
expert
Technical
expert
2017 – Peers are Now as Credible as Experts
2018 – Polarization in Trust
2017 2018
EDELMAN TRUST BAROMETER 2018
www.edelman.com

8. TRUST LOST

9. TRUST REGAINED?

10. PUBLIC POLICY AND ACCESS
www.youtube.com/watch?v=geEVwslL-YY
“It’s not policy.
It’s social
media.”
Sebastian Gorka, Deputy
Assistant to the President
“POTUS Tweets
are official
statements.”
Sean Spicer, White House
Press Secretary
23 May 2018
Citing First Amendment
principles, U.S. District
Court Judge Naomi Reice
Buchwald rules that
President Trump and his
aides cannot block
critics from seeing his
Twitter account
Watch what we
do, not what he
tweets.
Sarah Huckabee Sanders,
WH Press Secretary

11. TRUST IN THE SHAPE OF LAW
cvent.com/en/gdpr/preparing-for-gdpr

12. bit.ly/2s2dLTw
TRUST IN THE FORM OF LABELS

13. BRAND YOU
Experts in the field

14. In a time of stagnant distrust of institutions,
your social media presence provides a
means to connect with the people who seek
your expertise and trust your brand.

15. The best way to
market yourself is to
build your brand.
“Your brand is what
people say about
you when you are
not in the room.”
- Jeff Bezos, Amazon.com
brandyou.info

16. A personal mission
statement describes
what you do NOW,
provides clarity and
gives you a sense of
purpose. It defines
who you are and
how you will live.
missionstatements.com/personal_mission_statements.html

17. WRI Values:
• Independence
• Innovation
• Integrity
• Respect
• Urgency
wri.org/about/values

18. POLICY AND
GUIDELINES
GUIDELINES - WRISocialMediaGuidelines.doc - http://bit.ly/kvSZSw
WRI is a global research organization
committed to producing high quality research
that has been peer reviewed and independently
approved before being finalized. Social media
posts should NOT promote draft research or
analysis that has not been reviewed and
approved by Science & Research and/or
your signoff director. If you have any
questions or concerns, please contact WRI’s
Science and Research team
(VPSRteam@wri.org).

19. SOCIAL MEDIA GUIDELINES: WRI VALUES
• Independence – Clarify that your opinions are your own
Our effectiveness depends on work that is uncompromised by partisan politics, institutional or personal
allegiances, or sources of financial support.
• Innovation – Creatively communicate for impact
To lead change for a sustainable world, we must be creative, forward-thinking, entrepreneurial, and adaptive.
• Integrity – Be honest about who you are and what you post
Honesty, candor and openness must guide our work to ensure credibility and to build trust.
• Respect – Be humble and respectful in all communication
Our relationships are based on the belief that all people deserve respect.
• Urgency – Respond quickly (but appropriately)
We seek the greatest impact by responding swiftly, decisively, and strategically to opportunities and challenges.
GUIDELINES - WRISocialMediaGuidelines.doc - http://bit.ly/kvSZSw

20. GREEN
Always permissible yet subject to existing project and
objective review processes
YELLOW
Used in selected circumstances.
Requires caution and approval
RED
WRI does not undertake these activities.
POLICY RESEARCH
• Policy analysis and recommendations
• Legislative analysis
• Information, data & trends provision
• Pure research with no policy or practical link
• Design/game research to achieve a given result
• Suppress research results that are inconsistent with a
desired outcome
COMMUNICATIONS
•
• Press and media outreach
• Program-related blogs
• Write articles in non-WRI publications
• Other communication channels such as radio, video and
social media
• Paid advertising • Media commentary on issues that we do not work on
(exception for WRI President)
• Personal political commentary on blogs with WRI
affiliation
INFLUENCE STRATEGIES
•
• Testimony before legislative and judicial bodies
• Form purpose built networks, partnerships, and alliances
(NGO, private sector, etc.)
• Demonstration projects/practical solutions
• Develop standards, protocols & assessment tools
• Business engagement
• Convening
• Capacity building
• Legislative lobbying
• Join political alliances that include negotiated
agreements and policy positions, e.g. USCAP
• Consulting
• Participating in government delegations to international
negotiations
• Mass mobilizing individuals to take legislative action
(this does not apply to our partners who may do this)
• Add WRI’s name to sign-on letters that express a multi-
group or community position (exception for WRI
president)
• Public demonstrations, attack advocacy
• Joining as a party to litigation
• Involvement in electoral politics
WRI’S APPROACH
intranet.wri.org/content/wri-ways-and-means

21. Your personal vision
statement outlines
what you do in the
FUTURE, guides your
life and provides the
direction necessary to
chart your course and
the choices you make
about your career.
thebalancecareers.com/create-your-personal-vision-statement-1919208

22. Your personal image
is the most important
“YOU” asset that you
own. It is the
perception that people
have about you and
affects your success
in every aspect of life.
canva.com/learn/personal-branding

23. TRUST is
personal . . . requires risk-taking . . . about relationships, not transactions
. . . based on being willing to put the other’s needs first.
Photo Source: Joy Ito / Flickr

24. BUILDING AND SUSTAINING TRUST
Based on Creating Brand Insistence by the Blake Project, 2007

25. BUILD YOUR BRAND ON SOCIAL
• Update accounts
• Identify expertise
• Listen
• Connect
• Use apps
• Create
• Curate
• Keep it positive
• Be consistent
• Study influencers

26. Source: Edelman Trust Barometer 2018

27. EVERY INSTITUTION MUST CONTRIBUTE TO
TRUTH
Source: Edelman Trust Barometer 2018

28. “As a trusted intermediary between the
scientific community and policy makers, civil
society and businesses, WRI can help.”
- WRI Strategic Plan 2018–2022, pg. 21

29. EMPOWERING CHANGE
From Marketing to Movement

30. HOW TO CREATE A MOVEMENT
1. Define change you want
to make in the world
2. Win peoples' hearts
3. Build a community of
people.
4. Tell them what to do -
what action do you want
them to take?
5. Maintain their interest.
scottgoodsonsuprising.com

33. LISTENING POSTS
• Social Media
• Google Alerts and Feedly
• Hootsuite Enterprise
• Cision
• Email

34. TRACKING SOCIAL MEDIA CONVERSATIONS
FREE / OWNED
• Google Alerts
• Google Trends
• Hootsuite Insights
• Hashtagify.me
• Mention.com
• Keyhole.co
• Paper.li
• Twitonomy
• CoverItLive
PAID OPTIONS
• Crimson Hexagon
• Brandwatch
• Sprinklr
• Conversocial
• Onalytica

35. LISTENING: GOOGLE ALERTS AND FEEDLY

36. ORGANIZING: SOCIAL MEDIA CALENDAR
• Editorial Calendar
• SM Campaigns
• #Hashtag Days
• Spokespeople Events not
on Editorial Calendar
• Livestreams
• Holidays bit.ly/2dpr7S4

37. EXERCISE 1: ORGANIZING
• Make a copy: bit.ly/2IKipfn
• Mission Statement
• Objectives
– pieces that are necessary to keep the organization running
and to maintain your brand identity.
• Value Proposition
– Why do you stand out?
– What makes you unique?
– Why would someone choose you over your competitor?
Communications Curriculum: Social Media Exercise - http://bit.ly/2IKipfn

38. EXERCISE 1: GOAL AND OBJECTIVES
Elements of Your Social Media Strategy - http://bit.ly/2wdFNjN
Organization Name Organization Name
Goal / Mission Statement One sentence mission statement.
Objectives Objective A Objective B Objective C
Value Proposition Value A Value B Value C
Elevator Pitch 15 to 30 second elevator pitch

39. EXERCISE 1: GOALS AND OBJECTIVES
Elements of Your Social Media Strategy - http://bit.ly/2wdFNjN
Organization Name World Resources Institute
Goal / Mission Statement To move human society to live in ways that protect Earth’s environment and its capacity to
provide for the needs and aspirations of current and future generations.
Objectives Go Global. WRI’s content
creation and dissemination
patterns will shift from a
“center and satellite” model to
a global network.
Go Digital. Increase use of the
latest digital channels,
products, and tools to engage
directly with decision-makers
and those who influence them.
Go Big. Work with S&R,
program, center, IOs and
senior researchers to shape
research agendas that ask big
questions that generate
agenda-setting answers.
Value Proposition Comms has a global network
of communicators who are
eager to exchange research
and data.
We have an extensive network
of social media and online
properties reaching more than
561,983 profiles.
We have access to enormous
amounts of data and a variety
of online monitoring tools that
can help inform our research
agendas
Elevator Pitch WRI works with partners around the world to measure and mobilize action on the urgent issues of
climate, energy, food, forest, water, the ocean and cities to benefit people and the planet.

41. AUDIENCE STRATEGY
• Identify the correct audience
– Followers/Fans ≠ Audience?
– Audience embraces/makes change
• Understand what they need, what inspires
• Understand where to find them
• Build a relationship

42. WHAT WE KNOW
Demographics Pro

43. THE JOURNEY OF YOUR AUDIENCE
Source: Hubspot, bit.ly/2jw9AL6

44. Turn “decision makers” into personas to give a unique
perspective and image to your social media marketing

45. PERSONAS AREN’T CREATED EQUAL
WEBSITE
Behavior on
your website
SOCIAL FIRST
Behavior in
work and personal life

46. PERSONA QUESTIONS
• How old is this person?
• What is his/her demographic profile?
• What are the person's job title, role,
goals, challenges?
• What are the range of responsibilities
they have?
• What's on their professional frontier?
• What life stage is this person in?
• what is this person passionate about?
• What personal aspirations and issues
are top of mind?
• What topics are of greatest interest to
them?
• What activities do they enjoy?
Mike Brown - Brainzooming - Audience Persona Profile - http://bit.ly/2s4baZq

47. xtensio.com/how-to-create-a-persona

48. xtensio.com/how-to-create-a-persona

49. wri.my.salesforce.com
TRACKING ENGAGED AUDIENCES

50. EXERCISE 2: AUDIENCE
Simplifying Social for Staff
WRI LinkedIn Policy

51. WHO IS TWEETING ABOUT WRI?
Based on Twitter, Hootsuite and Salesforce data
WRI Staff Other people
•
•
•
•
•
•

52. KEY ISSUES
Source: LinkedIn

54. POTENTIAL SOLUTION

55. ONE TOOL TO RULE THEM ALL
Source: LinkedIn
•
•
•
•
•

56. LINKEDIN “ELEVATE”
Source: LinkedIn

57. Source: LinkedIn

58. LINKEDIN ELEVATE RESULTS
Source: LinkedIn
9X 7X 3X

59. WE NEED YOUR HELP
•
–
–
–
–

60. EXERCISE 2: AUDIENCE
Editorial Calendar | Social Media Calendar
Organization Name Organization Name
Goal / Mission Statement One sentence goal / mission statement.
Target Audience Audience A Audience B Audience C
Audience Goals Goal A Goal B Goal C
Audience Technology /
Social Networks
Tech Tech Tech

61. EXERCISE 2: AUDIENCE
Editorial Calendar | Social Media Calendar
Organization Name World Resources Institute
Goal / Mission Statement To move human society to live in ways that protect Earth’s environment and its capacity to
provide for the needs and aspirations of current and future generations.
Target Audience WRI Staff
Audience Goals Increase visibility as expert
Audience Technology /
Social Networks
Twitter, Facebook, LinkedIn,
Weibo

62. EXERCISE 3: ESTABLISHING KPIs
Resource: Linking Social Strategy with Business Objectives - http://bit.ly/2jxcuPV
Target Audience Audience A
Audience Goal WIIFM - What are their goals? What are they looking to accomplish?
Business Goals. Granular
version of overall business
objective for this Audience
Shared Value. Where the
goals of your audience overlap
with the goals of your
organization
Key Performance Indicator.
How will you measure
success? Are you set up to
capture the right metrics?
Target. What is your
performance goal?

63. EXERCISE 3: ESTABLISHING KPIs
Resource: Linking Social Strategy with Business Objectives - http://bit.ly/2jxcuPV
Target Audience WRI Staff
Audience Goal Increase visibility as expert
Business Goals. Granular
version of overall business
objective for this Audience
Share more WRI content via
social channels
Shared Value. Where the
goals of your audience overlap
with the goals of your
organization
Build online brand as an
expert by sharing WRI-relevant
research
Key Performance Indicator.
How will you measure
success? Are you set up to
capture the right metrics?
WRI staff share more content.
LinkedIn Elevate?
Target. What is your
performance goal?
75% adoption and use of
LinkedIn Elevate in first year
with measurable increase in
shares by WRI

64. 1.
Listen &
Organize
2.
Identify &
Analyze
Audience
3.
CREATE &
CURATE
CONTENT
4.
Share
5.
Engage
6.
Measure

65. Adapted from spinsucks.com/communication/peso-model-breakdown

66. PAID – WRI CLIMATE FACEBOOK PAGE
0
2,500
5,000
7,500
10,000
12,500
15,000
17,500
20,000
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Oct-17 Nov-17 Dec-17 Jan-18 Feb-18 Mar-18 Apr-18 May-18
WRIClimate FB Ads Daily Growth

67. PAID – WRI CLIMATE FACEBOOK PAGE
0
2,500
5,000
7,500
10,000
12,500
15,000
17,500
20,000
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Oct-17 Nov-17 Dec-17 Jan-18 Feb-18 Mar-18 Apr-18 May-18
WRIClimate FB Ads Daily Growth

68. PAID – WRI CLIMATE FACEBOOK PAGE
0
2,500
5,000
7,500
10,000
12,500
15,000
17,500
20,000
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Oct-17 Nov-17 Dec-17 Jan-18 Feb-18 Mar-18 Apr-18 May-18
WRIClimate FB Ads Daily Growth

69. EARNED
nytimes.com/interactive/2018/05/24/us/disasters-hurricanes-wildfires-storms.html

70. SHARED: SOCIAL MEDIA PROFILES
Based on WRI Brand Profiles managed via Hootsuite Enterprise

71. SHARED SOCIAL CONTENT – “STEER-C”
• Short
• Timely
• Emotional / Entertaining
• Educational
• Relevant
• Call to Action

72. OWNED: WRI’S BRAND
Lisa Ross, DEO Edelman DC
Clean, neutral,
even, not
compromised,
not partisan

73. OWNED: BLOGS AND EVENTS
Sourcing and signing
social content
• CC images
– Authentic
– Allow Derivatives
• Photo source
• URL
• Brand Logo(s)
See Laura Lee for Photo Guidance and Templates

74. SOCIAL VIDEOS
Testing short blog-
based videos via
Twitter, Facebook
and Instagram
https://twitter.com/WorldResources/status/991976465846718464

75. VIDEO STORYTELLING
The Great Big Story stress test:
• SURPRISING – it is unexpected?
• CURIOUS – do you want to learn more?
• EVOCATIVE – Do you feel a certain way?
• BUZZ – Will you encourage others to watch?
www.greatbigstory.com

77. POSTING FREQUENCY
coschedule.com/blog/how-often-to-post-on-social-media/

78. POSTING FREQUENCY
coschedule.com/blog/how-often-to-post-on-social-media/

79. CAMPAIGN TEMPLATE
WRI TEMPLATE - Social Media Guide Outline - http://bit.ly/1JMi33U

80. SHARING
• WRI Google Docs (for partner sharing)
– OWNER: worldresourcesinst@gmail.com
– EDIT: social@wri.org, lldoolj2@gmail.com
• Provide lead time for review, loading, sharing
– Collaborate/Review: Laura Lee Dooley
– Load: Hootsuite Enterprise Content Library
– Share: Partners, Ed Board, Program Colleagues

82. Adapted from The United States Air Force Web Posting Response Assessment

84. GETTING THE METRICS RIGHT

85. METRIC PURPOSE
• What is the question you are trying to
answer?
• How does the metric support your goals
and objectives?
• Are you set up to collect the right metric?

86. GOOGLE CAMPAIGN
TRACKING CODE
GUIDELINES - WRISocialMediaGuidelines.doc - http://bit.ly/kvSZSw

87. TRACKING CODE IN GOOGLE ANALYTICS

88. DIGITAL DASHBOARDS
bit.ly/wridigitaldashboard

89. HOOTSUITE ENTERPRISE
Hootsuite.com | bit.ly/wridigitaldashboard

90. OTHER TOOLS TO ANALYZE/COMPARE
FREE / OWNED
• TrueSocialMetrics
• Twittercounter
• Audiense
• Twitonomy

91. GETTING THE METRICS RIGHT
TrueSocialMetrics.com

92. TURNING METRICS INTO ANALYTICS
• Configure tools to collect
• Track the right data
• Ask the right questions
• Dig deeper
– Analysis of Blog Traffic
• Take action

95. HOW CAN I HELP?
Social Media
• Hootsuite Administrator
• Policies, best practices,
guidelines, training
• Campaign design, review,
development
• Engagement monitoring
• Blog marketing
Metrics / Analytics
• Administrator Access to
all Google Analytics
accounts
• Creating Dashboards
• One-off metric reports
• Additional training,
analysis, configuration
When should I contact Laura Lee Dooley?

96. SPECIFICALLY SOCIAL MEDIA CAMPAIGNS
• Help with messaging
• Graphic development
• Review of draft campaign content
• Curation of campaign content
• Sharing of campaign content
Social Media

97. NEW POLICY: LINKEDIN
For WRI Country Offices or major WRI Brands establishing a company page on
LinkedIn:
• Confirm with Laura Lee Dooley before setting up.
• Use agreed-upon naming conventions.
• Make Laura Lee Dooley an administrator.
• Staff maintain connection to main WRI page and add connection to Country
Office or Program Page(s).
• Staff list job descriptions/narratives under the most relevant of the LinkedIn
Company Page(s).
• Showcase pages optional, but require additional work to manage.
WRI LinkedIn Policy

98. EMAILED QUESTIONS
• Tools for monitoring – Slide 34
• Personal vs. Professional – Brand YOU

99. ANY QUESTIONS?
youtu.be/rS00xWnqwvI