wri communications curriculum: social media strategy

WRI COMMUNICATIONS CURRICULUM

Social Media Strategy

3 January 2013 Laura Lee Dooley Online Engagement Architect & Strategist External Relations about.me/lauraleedooley

Overview

• What’s it all about?

• An overview of WRI social media spaces

• Social Media Strategy Framework

• Lessons Learned

• STAFF SURVEY: Social Media Strategy: Diving Deeper

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.

Based on “Creating Brand Insistence” by The Blake Project

5 attributes

that drive users to insist on specific brands

Emotional Connection

Building and sustaining trust

Re

lati

on

ship

s

Information Seeker

Repeat Visitor

Marketer

Ambassador, Evangelist

Partners, Donors

Act

ion

Tru

st

43%

50%

53%

47%

34%

43%

64%

70%

20%

38%

46%

50%

50%

65%

66%

68%

Government official or regulator

CEO

Financial or industry analyst

NGO representative

Regular employee

Person like yourself

Technical expert in the company

Academic or expert

Voices Most Trusted

2012

2011

Edelman Trust Barometer 2012

Trust protects reputation

VS.

Edelman Trust Barometer 2011

57% will believe

negative information after hearing it

1-2 times

15% will believe positive information after hearing it 1-2 times

51% will believe

positive information

after hearing it 1-2 times 25%

will believe

negative information after hearing it 1-2 times

When a brand is distrusted When a brand is trusted

Pre-contemplation Contemplation Action (Maintenance)

Positioning – where audience is now vs. where you want them to be

Edelman Trust Barometer 2012

Regardless of channel, voice, or country … … a majority of people need to hear the same message 3-5 times to believe it.

1 time, 5%

2 times, 14%

3 times, 35%

4-5 times, 28%

6-9 times, 6%

10+ times, 13%

WRI Social Media

Brief Overview

1,000

200

120 187

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Top Social Networks by millions of users

Some more statistics

• 32% of all Internet users are using Twitter.

• Top 3 countries on Twitter are the USA (107 million), Brazil (33 million) and Japan (nearly 30 million).

• In 2012, Facebook saw a 41% growth in active users from Russia, South Korea, Japan, India and Brazil.

• Brazil has the third highest number of Google+ users in the world.

• Pinterest has seen a massive 4377% growth rate between May 2011 and May 2012 in the US.

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Visits to WRI .org from the Top 3 Social Networks

Facebook Twitter LinkedIn

WRI on Facebook

• Page: worldresources • Fans: 9,612 • Projects

– The Access Initiative – EMBARQ – EMBARQ India – GHG Protocol – Reefs at Risk – World Resources Report

• Groups – Electricity Governance

• Tools – Facebook Insights – Radian6.com

WRI on Twitter

• @worldresources

• Followers: 40,757

• Twitter List: wri-tweeters

• Tools: – Bit.ly

– Paper.li

– Twitterfeed.com

– Twittercounter.com

– Twubs.com

– Tweetdeck.com

– Hootsuite.com (ow.ly)

– CoverItLive.com

– Radian6.com

WRI on LinkedIn

• Closed Group – Members: 2,018

• Company – Followers: 2,189

• Tools – LinkedIn Company Insights

– LinkedIn Group Statistics

– Radian6 (limited)

• Laura Lee Dooley – Connects with WRI staff, interns,

consultants, partners, colleagues

WRI on Google+

• Organization Page

• Followers: 1,781

• Google connections: – Gmail Contacts

– Google Search

– Google Places

– Google Adwords

WRI on Pinterest

• worldresources

• Fastest growing social bookmarking site

• Followers: 1,089

• Community Boards – Climate COP18-Doha (431

followers)

– Future We Want | EarthSummit | #RioPlus20 (928 followers)

WRI Digest

• Monthly email newsletter

• Subscribers: 13,400

• 15-20% open rate per issue; different people open email each month

• Some crossover with social media community

Other Social Networks

• YouTube – Most popular video site

• Vimeo – High quality

• SlideShare - PowerPoints

• Flickr – Public photos & favorites from others

• Foursquare – Geolocation check-in

• Friendfeed – Aggregator of WRI social shares

• SoundCloud – Audio recordings, podcasts

• Social bookmarking – Diigo Group -WRI Stories We Watch (MEP)

– Delicious, StumbleUpon, Digg

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 Media Strategy Framework

10 Social Strategy Rules

Social Strategy Rule #1.

DO IT!

Photo credit: flickr/qwrrty

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

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86 87 86

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68 72 73

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Social Networking Site Use by Age Group, 2005-2012 % of internet users in each age group who use social networking sites

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

Social Strategy Rule #1.

DO IT!

RESOURCES:

• WRI Guidelines

• Webinars

• eNewsletters

• Blogs

• Experience

• Me!

Photo credit: flickr/qwrrty

Policies & Guidelines

Independence

Innovation

Integrity

Respect

Urgency

WRI Values = Social Media Values

Photo credit: flickr/xslim

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

Social Strategy Rule #2.

Listen First

Social Strategy Rule #2.

Listen First

Photo credit: flickr/xslim

• Your Social Media Streams

• Google Reader RSS Feeds, Google Alerts

• Twitter Search, #Hashtags

• Facebook (Pages)

• LinkedIn (Groups|News)

• Email & Newsletters

• Other SM Networks Google+, Pinterest, Bookmarking Sites

Photo credit: flickr/xslim

10. Complaint

9. Compliment

8. Problem

7. Question of inquiry

6. Campaign impact

5. Crisis

4. Competitor

3. Crowd

2. Influencer

1. Point of need

Social Strategy Rule #2.

Listen First

Social Strategy Rule #3.

Develop a Roadmap

Photo credit: flickr/Editor B

Begin with the end in mind. Mental creation precedes

physical creation. Stephen Covey (Habit 2)

Social Strategy Rule #3:

Develop a Roadmap – Long-term

• IMPACT & OUTCOMES. What is your goal ? – Policy or behavior change?

– “Raising awareness?”

– Taking action?

• SOCIAL CIRCLE. Who are your audiences? – Primary, Secondary, Opposition, Influential

– You don’t need to connect with everybody

• CONVERSATION & VOICE. What is your message? – What will motivate your audience to take action?

– Facts are not enough

• TOOLS AND TACTICS. What resources will you use?

Short-term Social Media Outreach

• Designed for specific events

• Collaborative effort with WRI brand and community

• “STRATEGY - Short-Term Basic Social Media Outreach”

– Focused on Twitter, Facebook, LinkedIn

– Available online at http://bit.ly/x8MBWv

Social Strategy Rule #3.

Develop a Roadmap

Photo credit: flickr/MyAngelG

• Long-term

• Short-term

• Maintenance

• Measurement

Social Strategy Rule #4.

Go Where Your Audience Is

Photo credit: flickr/stignygaard

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

Social Strategy Rule #4.

Go Where Your Audience Is

• Twitter = News feed

• LinkedIn = Professionals

• Facebook = Largest; More informal, personal

• Other SM Networks

(Do your homework!)

• Email Lists

• Build Your Own

Photo credit: flickr/stignygaard

Photo credit: flickr/xslim

CURRENT information • Full name • URL name (namechk.com) • Photo(s) • Description with keywords • Geographic information • Accurate links • Standard brand language • Title & organization

Social Strategy Rule #5.

Keep Your Profile Updated

Photo credit: flickr/juanjocarvajal

Photo credit: flickr/xslim

• Understand privacy settings ─ Resource: http://bit.ly/ozeIB9

• Respect the brand you

represent

Photo credit: flickr/juanjocarvajal

Social Strategy Rule #5.

Keep Your Profile Updated

Photo credit: flickr/waltstoneburner

“ 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)

Social Strategy Rule #6.

Build Your Social Circle

Photo credit: flickr/waltstoneburner

• Search

• Upload or connect your email contacts

• Follow those others are following

• Website/Profile links

For lesser-known connections, provide reason

to connect

Social Strategy Rule #6.

Build Your Social Circle

Photo credit: flickr/waltstoneburner

• Friends, FoFs

• Partners, PoPs

• Colleagues, CoCs

• Newsletter recipients

• Target constituents

• People w/ similar goals

• Those on the other side

Social Strategy Rule #6.

Build Your Social Circle

Social Strategy Rule #7.

Establish Your Voice

Photo credit: flickr/Hazzat

It is not about you.

It is about the value you bring to others.

Social Strategy Rule #7.

Establish Your Voice

Photo credit: flickr/Hazzat

• Content

• Activity

• Reach

• Community

• Engagement

• Conversation

Personal branding

I’m interested in …

I talk a lot about …

I’m an expert on

…

I have info about …

I like to …

I hang around with …

I’m good at …

Social Strategy Rule #7.

Establish Your Voice

Photo credit: flickr/Hazzat

5 C’s of Engagement

• Creating

• Critiquing

• Chatting

• Collecting

• Clicking

Sharing

• Leverage existing assets.

• Share topics relevant to your work & voice.

• Align your messaging with audience needs.

• Listen to who is talking about you and your issues. Add relevant voices to social circle.

• Look for resources from the online community you can share with others.

• 12:1 ratio

Design Engaging Content

• Headline/title describes content, includes keywords.

• Includes photo or video related to content.

• Summary encourages readers to click.

• Additional text provides value for audience.

• Content crafted for each social media community.

• Content encourages action .

• Content is shareable.

• Content sources are identified.

• Tracking code included for WRI.org links

Social Strategy Rule #8.

Know Your Community

Photo credit: flickr/David_Shankbone

Who are your …

• Fans

• Followers

• Readers

• Repeaters

• Subscribers

• Advocates

• Free agents

“Free agents” are individuals working outside organizations to organize, mobilize, raise funds, and communicate with constituents.

- The Networked Nonprofit

Social Strategy Rule #8.

Know Your Community

Free agents like Shawn Ahmed (@uncultured)

are promiscuous for good! Free Agent. Source; Rob Cottingham.

Audience Analysis – Social Circle

A B C D E F G

1

2

3

4

Social Strategy Rule #9.

Take Time to Engage

Photo credit: flickr/ what_i_see

“It’s not enough to be busy, so are the ants. The question is,

what are we busy about?” Henry David Thoreau

Social Media Time Management

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me

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Source: Amber Naslund. 2010.

Social Strategy Rule #10.

Measure and Track

Photo credit: flickr/stevenharris

“Measurement is your map, and metrics are your

signposts.” Beth Kanter,

Katie Delahaye Paine

Social Strategy Rule #10.

Measure and Track

Photo credit: flickr/stevenharris

Quantity and Quality

• Activity

• Reach

• Engagement

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

Link Tagging: Tracking traffic

“Clean” URL

?utm_campaign=socialmedia

&utm_source=twitter.com

&utm_medium=worldresources

&utm_content=hyperlink/image (Optional)

&utm_keyword=keyphrase (Optional)

For Twitter, shorten URL with bit.ly

Social Strategy Rule #10.

Measure and Track

Photo credit: flickr/stevenharris

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

QUESTIONS AND ANSWERS

Social Media Strategy

Laura Lee Dooley Online Engagement Architect & Strategist External Relations about.me/lauraleedooley