In a time of stagnant distrust of institutions, YOUR social media presence provides a means to connect with people who seek your expertise and trust your brand. However, first, you need to get (and keep) your audience's attention. Whether you are a passionate advocate for WRI's work, an expert spokesperson for our issues, or a highly competent communicator, this session and panel discussion highlights current trends, research, and first-hand experience to help you more effectively engage on social media.

1. LAURA LEE DOOLEY
SOCIAL MEDIA:
TRENDS, TRUST AND
TELLING YOUR STORY
Communications Curriculum 2019

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

3. IN 2018 …
slideshare.net/lldoolj2/empowering-change-through-social-media

4. youtu.be/6k_G_h41ZaQ
DIGITAL
TRANSFORMATION:
SOCIALNOMICS
2019

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

6. EDELMAN TRUST BAROMETER
Source: Edelman Trust Barometer 2019
2001
Rising
influence
of NGOs
2002
Fall of the
Celebrity
CEO
2003
Earned Media
More Credible
than
Advertising
2004
U.S.
Companies in
Europe Suffer
Trust Discount
2005
Trust shifts
from
“Authorities” to
Peers
2006
A “Person Like
Me” Emerges
as Credible
Spokesperson
2007
Business
More Trusted
Than
Government
And Media
2008
Young
Influencers
Have More
Trust in
Business
2009
Business Must
Partner with
Government
to Regain
Trust
2010
Trust is Now
an Essential
Line of
Business
2011
Rise of
Authority
Figures
2012
Fall of
Government
2013
Crisis of
Leadership
2014
Business to
Lead the
Debate for
Change
2015
Trust is
Essential to
Innovation
2016
Growing
Inequality
of Trust
2017
Trust in
Crisis
2018
The Battle
for Truth
2019
Trust at Work

7. 65 64
54 54
69 68
58 58
Government
EDELMAN TRUST BAROMETER 2019
Source: Edelman Trust Barometer 2019
54 53
44 44
56 56
47 47
Informed
Public
General
Population
Trust
NGOs Business Media
Neutral Distrust

8. Source: Edelman Trust Barometer 2019
“People have lost
confidence in the social
platforms that fostered
peer-to-peer trust. These
forces have led people to
shift their trust to the
relationships within their
control, most notably their
employers.”
RICHARD EDELMAN
Edelman Trust Barometer 2019

9. Source: New York Times
“Even more than technology, what’s
changed is people’s attitudes toward
authority. They don’t trust it. They want
to see people who look like them running
things. Any movement that earns
legitimacy has to spread ownership
around.”
DAVID BROOKS, Columnist, The New York Times

10. 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

11. 5 attributes
that drive
users to
insist on
specific
brands
Emotional
Connection
BUILDING AND SUSTAINING TRUST
Based on Creating Brand Insistence by the Blake Project, 2007

12. TRUST AND BRAND YOU
Experts in the field

13. 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.

14. Brand
YOU
Your
MISSION
Your
VALUES
Your
VISION
Your
IMAGE
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

15. Brand
YOU
Your
MISSION
Your
VALUES
Your
VISION
Your
IMAGE
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.
You cannot change your
destination overnight, but you
can change your direction
overnight.
JIM ROHN, American entrepreneur, author
and motivational speaker
nightingale.com/personal-mission-statement/

16. Brand
YOU
Your
MISSION
Your
VALUES
Your
VISION
Your
IMAGE
WRI Values:
• Independence
• Innovation
• Integrity
• Respect
• Urgency
wri.org/about/values

17. Brand
YOU
Your
MISSION
Your
VALUES
Your
VISION
Your
IMAGE
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.
What would you like to do?
What does the world need?
What difference are you going to
make?
What would you do if you knew
you couldn't fail?
thebalancecareers.com/create-your-personal-vision-statement-1919208

18. Brand
YOU
Your
MISSION
Your
VALUES
Your
VISION
Your
IMAGE
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.
What is the main thing I am offering?
What is something unique I have to
offer that others don’t?
What are my strengths?
Do I have a distinct style?
canva.com/learn/personal-branding

19. BUILD YOUR BRAND ON SOCIAL
• Update accounts
• Identify expertise
• Listen
• Connect
• Use apps
• Create
• Curate
• Keep it positive
• Be consistent
• Study influencers
Brand
YOU
Your
MISSION
Your
VALUES
Your
VISION
Your
IMAGE

20. POWER TO CHANGE
“Silence is now deeply dangerous—a tax on
truth.”
-Richard Edelman
Edelman Trust Barometer 2018
Source: Edelman Trust Barometer 2018

21. edelman.com/post/new-power-hyperconnected-world
“In the Old Power world
we would all measure
impressions, how many
people we have reached.
The New Power world,
instead, should measure
expressions, the ways
we have encouraged
people to participate.”
Henry Timms, co-author, New Power: How Power
Works in Our Hyperconnected World—and How to
Make It Work for You; President and CEO, 92nd
Street Y; Founder, #GivingTuesday

22. WELCOME TO THE “NEW POWER” WORLD
New Power: How Power Works in Our Hyperconnected World—and How to Make It Work for You
Currency. Managerialism, institutionalism,
representative governance
Held by Few. Exclusivity, competition,
authority, resource consolidation.
Downloads. Separation between private and
public spheres, confidentiality, discretion.
Commands. Expertise, specialization.
Professionalism.
Leader-driven. Less overall participation.
Long-term affiliation and loyalty.
Current. Opt-in decision making; self-
organization; networked governance
Held by Many. Open source collaboration,
crowd wisdom, sharing
Uploads.
Radical transparency.
Shares. Do-it-ourselves ethic.
“Maker culture”
Peer-driven. More overall participation. Short-
term, conditional affiliation.
OLD POWER NEW POWER

23. 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

24. HARNESS THE 3 STORMS
1. STORM CREATING
Create a moment around which to galvanize people.
2. STORM CHASING
Taking advantage of the moment and using it to push the
crowd in your direction
3. STORM EMBRACING
When the storm comes to you
thisisnewpower.com/2018/04/18/how-to-build-a-movement

25. NUTS AND BOLTS

26. 1.
Listen &
Organize
2.
Identify &
Analyze
Audience
3.
Create &
Curate
Content
4.
Share
5.
Engage
6.
Measure

27. 1.
LISTEN &
ORGANIZE
2.
Identify &
Analyze
Audience
3.
Create &
Curate
Content
4.
Share
5.
Engage
6.
Measure

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

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

30. LISTENING: GOOGLE ALERTS AND FEEDLY

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

32. 1.
Listen &
Organize
2.
IDENTIFY &
ANALYZE
AUDIENCE
3.
Create &
Curate
Content
4.
Share
5.
Engage
6.
Measure

33. AUDIENCE STRATEGY
• Identify the correct audience
– Followers/Fans ≠ Target audience?
– Audience embraces/makes change
– Audience that can break through the noise
• Understand what they need, what inspires
• Understand where to find them
• Build a relationship
• Advocates connecting via events / email / expertise

34. CONNECTING
• People you know
• People you trust
• People who have something to say you want to hear
• People you want to influence

35. BUILD A COMMUNITY OF PEOPLE/ORGS
thisisnewpower.com/2018/04/06/new-power-compass | quiz.thisisnewpower.com
OCCUPY ●
WIKIPEDIA ●
KICKSTARTER ●
ETSY ●
LINKEDIN ●
GOOGLE ●
FACEBOOK ●
UBER ●
TEA PARTY / ALT-RIGHT●
CROWDSCONNECTORS / CO-OPTERS
CASTLES CHEERLEADERS
THE GUARDIAN ●
ZAPPOS ●
PATAGONIA ●
NSA●
APPLE ●
NOBEL PRIZE ●
BRITTANICA ●
NEWPOWERMODELOLDPOWERMODEL
OLD POWER VALUES NEW POWER VALUES
#BLACKLIVESMATTER ●
AIRBNB ●
DONALD TRUMP ●
TRAVIS KALANICK ● POPE FRANCIS ●
LADY GAGA ●
THERESA MAY ●
KIM JONG-UN ●
JUSTIN TRUDEAU ●
PRESIDENT OBAMA ●
LAURA LEE DOOLEY ●
ISIS ●
IRS ●
UNITED WAY ●
UNILEVER ●

36. 1.
Listen &
Organize
2.
Identify &
Analyze
Audience
3.
CREATE &
CURATE
CONTENT
4.
Share
5.
Engage
6.
Measure

37. WIN PEOPLE’S HEARTS

38. MADE TO STICK  MADE TO SPREAD
thisisnewpower.com/2018/04/05/ace
ACTIONABLE CONNECTED EXTENSIBLE

39. Adapted from spinsucks.com/communication/peso-model-breakdown
EARNED
SHARE
D
OWNED
PAID
PUBLICITY
Media and blogger relations
Donor relations
Influencer relations
Researcher relations
INFLUENCER ENGAGEMENT
Response to detractors
Detractors turned to loyalists
Loyalists turned to advocates
PARTNERSHIPS
Co-branding
Collaborative initiatives
SOCIAL MEDIA
Facebook
Twitter
LinkedIn
Instagram
YouTube/Vimeo
Flickr/SmugMug
SoundCloud
Pinterest
Google+
CONTENT
Brand Reputation
Created by experts
Employee stories
Partner stories
User-generated content
Brand journalism
Webinars, videos, podcasts
INCENTIVE
Brand ambassadors
Native advertising
Partnership programs
PAID MEDIA
Social media ads
Lead generation
AUTHORITY
Optimized content
Shareable content
Engaging content

40. SHARED: SOCIAL MEDIA PROFILES
WRI Brand Profiles managed via Hootsuite Enterprise
33 Profiles
See also,
twitter.com/WorldResources/lists/wri-tweeters
25 Pages 11 Pages8 Accounts

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

42. OWNED: WRI’S BRAND
Lisa Ross, DEO Edelman DC, 2018
Independence,
Innovation,
Integrity, Respect,
Urgency
Clean, neutral,
even, not
compromised,
not partisan

43. 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

44. OWNED: SOCIAL VIDEOS
https://twitter.com/WorldResources/status/991976465846718464

45. 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

46. PAID
• FACEBOOK ADS – best engagement
• TWITTER ADS – lots of likes, not so many clicks
• LINKEDIN – expensive
• GOOGLE ADWORDS – non-profit account
www.greatbigstory.com

47. 1.
Listen &
Organize
2.
Identify &
Analyze
Audience
3.
Create &
Curate
Content
4.
SHARE
5.
Engage
6.
Measure

48. POSTING FREQUENCY
coschedule.com/blog/how-often-to-post-on-social-media/
Ahalogy suggests posting to Facebook no more than
once a day is best or you’ll start to feel spammy. Curate
or reshare a post every other day.
Quick sprout found that most retweets happen within an
hour after tweeting, so a higher daily frequency is best.
Retweet or curate about seven tweets a day.
LocalVox says that once a day should be the most you
share to LinkedIn. Curate or reshare a post every other
day.

49. POSTING FREQUENCY
coschedule.com/blog/how-often-to-post-on-social-media/
Buffer says that major brands share on Instagram an
average of 1.5 times a day, but not more. If you share
two posts a day, curate one of them.
Ahalogy sees the best results with 15-30 Pins per day
when spread out throughout the day. Repin or curate at
least five pieces of content from others every day.
Some suggest sharing 80% of your Pins from other
sources than your own blog, which would be about 9
Pins out of your 11.

50. SHARING
• WRI Google Docs (for partner sharing)
– LOCATION: bit.ly/wrism
– 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, Advocates

51. 1.
Listen &
Organize
2.
Identify &
Analyze
Audience
3.
Create &
Curate
Content
4.
Share
5.
ENGAGE
6.
Measure

52. COMPLYING CONSUMING SHARING AFFILIATING ADAPTING FUNDING PRODUCING SHAPING
SHARING
AFFILIATING
ADAPTING
FUNDING
PRODUCING
SHAPING
COMPLYING
CONSUMING
MOVE PEOPLE UP THE PARTICIPATION SCALE
thisisnewpower.com/2018/04/18/how-to-build-a-movement

53. COMPLYING CONSUMING SHARING AFFILIATING ADAPTING FUNDING PRODUCING SHAPING
SHARING
AFFILIATING
ADAPTING
FUNDING
PRODUCING
SHAPING
COMPLYING
CONSUMING
MOVE PEOPLE UP THE PARTICIPATION SCALE
thisisnewpower.com/2018/04/18/how-to-build-a-movement
OLD POWER NEW POWER

54. THE JOURNEY OF YOUR AUDIENCE
Source: Hubspot, bit.ly/2jw9AL6
Strangers Visitors Leads
Customer
s
Advocate
s
ATTRACT CONVERT CLOSE DELIGHT
Blog
Keywords
Social Publishing
Forms
Calls-to-Action
Landing Pages
Salesforce CRM
Email
Drip Campaigns
Surveys
Smart Content
Social Monitoring

55. LOWER THE BARRIER, FLATTEN THE PATH
thisisnewpower.com/2018/04/18/how-to-build-a-movement

56. RESPOND
SOCIAL LISTENING FLOWCHART
DISCOVER
YES
YES
EVALUATE
YES
NO
NO
NO
NO
NO
NO
YES
YES
YES
YES
YES
Adapted from The United States Air Force Web Posting Response Assessment
POSTING
Has someone discovered a post
about WRI? Is it positive or
balanced?
“TROLL”
Is this a site dedicated to bashing
and degrading others?
“RAGER”
Is this post a rant, rage, joke or
satirical in nature?
“MISGUIDED”
Are there erroneous facts in
the posting?
“UNHAPPY FAN”
Is the posting a result of a negative
experience?
CONCURRENCE
A factual and well-cited response, which may agree or disagree with the post, yet is
not factually erroneous, a rant or rage, bashing or negative in nature. You can
concur with the post, let stand, or provide a positive review. Do you want to
respond?
MONITOR ONLY
Avoid responding to specific posts, monitor site
for relevant information and comments. Notify
Communications.
FIX THE FACTS
Do you wish to respond with factual information
directly with an infographic and/or link?
RESOLVE ISSUE
Can you rectify the situation and act upon a
reasonable solution?
LET STAND
Let the post stand – No
response.
FINAL EVALUATION
Write response for current circumstances only. Will
you respond?
RESPONSE CONSIDERATIONS
TRANSPARENCY
Disclose your WRI connection.
SOURCING
Cite your sources by including hyperlinks, images,
video or other references.
TIMELINESS
Don’t rush responses, but don’t leave it too long
and make things worse.
TONE
Respond in a tone that reflects WRI’s values and
non-partisan nature.

57. 1.
Listen &
Organize
2.
Identify &
Analyze
Audience
3.
Create &
Curate
Content
4.
Share
5.
Engage
6.
MEASURE

58. GETTING THE METRICS RIGHT

59. 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?

60. GOOGLE CAMPAIGN
TRACKING CODE
GUIDELINES - WRISocialMediaGuidelines.doc - http://bit.ly/kvSZSw
?utm_campaign=[WRICampaignCode]
&utm_source=[SocialPlatform]
&utm_medium=[Name]

61. TRACKING CODE IN GOOGLE ANALYTICS

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

63. DIGITAL DASHBOARDS
bit.ly/wridigitaldashboard

64. 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?

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

66. ADD PROJECTS/TASKS TO ASANA.COM
app.asana.com | See DJ Gross for information/training

67. SOCIAL MEDIA PANEL
• Rich Waite, Associate, Food Program
@waiterich
• Ally Friedman, Media Specialist, Communications
@friedman_ally
• Rhys Gerholdt, Senior Communications Manager, Climate
@wriclimate

68. ANY QUESTIONS?
youtu.be/rS00xWnqwvI