social media in 10 minutes - 2013

Laura Lee Dooley, January 2013 about.me/lauraleedooley

Social Media in 10 Minutes

Laura Lee Dooley Online Engagement Architect & Strategist World Resources Institute about.me/lauraleedooley


Social media Social engagement is all about relationships.

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Social media is all about relationships. And relationships can change the world.


People like doing business with people they know …

… and love doing business with people they trust.

Edelman Trust Barometer 2008

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TRUST is personal . . . requires risk-taking . . . about relationships, not

transactions . . . based on being willing to put the other’s needs first.

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Photo Source: Joy Ito http://www.flickr.com/photos/joi/2941559903/ Trust is personal. Trust requires risk-taking. Trust is about relationships, not transactions. Trust is based on being willing to put the other’s needs first. See Trusted Advisor Associates series: http://trustedadvisor.com/trustmatters


Peter Cho

ambient awareness … and presence

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“All twitterers are created equal” Graphic by Peter Cho Brave New World of Digital Intimacy http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html?_r=2&partner=rssuserland&emc=rss&pagewanted=all&oref=slogin&oref=slogin New York Times, September 5, 2008 Social scientists have a name for this sort of incessant online contact. They call it “ambient awareness.” It is, they say, very much like being physically near someone and picking up on his mood through the little things he does — body language, sighs, stray comments — out of the corner of your eye. Facebook is no longer alone in offering this sort of interaction online. In the last year, there has been a boom in tools for “microblogging”: posting frequent tiny updates on what you’re doing. The phenomenon is quite different from what we normally think of as blogging, because a blog post is usually a written piece, sometimes quite long: a statement of opinion, a story, an analysis. But these new updates are something different. They’re far shorter, far more frequent and less carefully considered. One of the most popular new tools is Twitter, a Web site and messaging service that allows its two-million-plus users to broadcast to their friends haiku-length updates — limited to 140 characters, as brief as a mobile-phone text message — on what they’re doing. These activities may seem inane to some, but they carry the power of immediate connection.


Current Listening Posts

http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpg … organizing online conversations …

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http://mashable.com/2008/07/18/building-your-online-brand/ http://www.maxgladwell.com/2008/08/green-blogs-new-media-and-social-change/ http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpg Listening Post (2000-01)�by Mark Hansen and Ben Rubin Listening Post is an art installation that culls text fragments in real time from thousands of unrestricted Internet chat rooms, bulletin boards and other public forums. The texts are read (or sung) by a voice synthesizer, and simultaneously displayed across a suspended grid of more than two hundred small electronic screens. Listening Post cycles through a series of six movements, each a different arrangement of visual, aural, and musical elements, each with its own data processing logic. Dissociating the communication from its conventional on-screen presence, Listening Post is a visual and sonic response to the content, magnitude, and immediacy of virtual communication.


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

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http://www.brandingstrategyinsider.com/2007/02/exploring_brand.html Revised from “Creating Brand Insistence” chart by The Blake Project�http://theblakeproject.typepad.com/.shared/image.html?/photos/uncategorized/creating_brand_insistence_3.jpg Emotional connection – Does your brand connect with people on an emotional level? Value – Does your brand deliver a good value for the price? Accessibility – Do customers and potential customers perceive your brand to be convenient? Awareness - The Cornerstone of Strong Brands – Are your target customers and key stakeholders aware of your brand? Is it the first one that comes to their minds? Relevant Differentiation – (*Proof points * Reasons to believe) – The Leading Edge Indicator of Future Market Share and Profitability – Is your brand unique or different in user-relevant, user-compelling ways


Rela

tions

hips

Information Seeker

Repeat Visitor

Marketer

Ambassador, Evangelist

Partners, Donors

Actio

n

Trus

t

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The ripple effect: As we strengthen our online relationships we increase the impact of our work and our brand.


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

20122011


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Experts are highly regarded and sought after. It is a mistake if your brand experts are not online.


Pre-contemplation Contemplation Action (Maintenance) Positioning – where audience is now vs. where you want them to be

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Source: David Williamson & Douglas Meyer, Bernuth & Williamson. Presentation at WRI, January 23, 2008. Social media is an excellent tool for positioning your audience. The first step in positioning is understanding where your audience is now, compared to where you want them to be. Behavior change specialists give us four options in what is, roughly, the Stages of Change Model Pre-contemplation (the issue isn’t even on their radar) Contemplation (where costs and benefits are being weighed, so typically the time when marketers act) Action (when people actually make and implement decisions) Maintenance (support for the action taken)



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%

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Informed publics ages 25-64 in 20 countries. QUESTION: “Think about everything you see and hear every day about companies, whether it is positive or negative. How many times in general do you need to hear something about a specific company to believe that the information is likely to be true? Please give me a number.” 65% require 3-5 times.


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


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Source: http://tomfishburne.com/site/wp-content/uploads/2012/08/120827d.socialmedia.jpg


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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

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Source: Pew Internet & American Life Project. 2012. “Pew Internet: Social Networking (full detail)” http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx (accessed December 28, 2012).


10 Social Strategy Rules to Follow

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


Social Strategy Rule #1. DO IT!

Photo credit: flickr/qwrrty

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

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Photosource: Hurdles (by Tom Pierce) http://www.flickr.com/photos/qwrrty/3602174632/ Online social engagement is no longer a option. It is here, now as an integral part of how we communicate online.

Laura Lee Dooley, January 2013 about.me/lauraleedooley Photo credit: flickr/xslim

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

Social Strategy Rule #2. Listen First

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Photosource: Sea Shell (by Taras Kalapun) http://www.flickr.com/photos/xslim/335105385/


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)

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Photo source: Strategy Session (by Bart Everson) http://www.flickr.com/photos/editor/494015222/ Proper�Planning Prevents Poor Performance 7 Habits/Habit 2: Begin with the End in Mind. Mental creation precedes physical creation.


Social Strategy Rule #3: Develop a Roadmap – Long-term

• IMPACT & OUTCOMES. What is your goal ? – How do you want to make a difference? – Connecting, learning, sharing, building a support network, other?

• SOCIAL CIRCLE. Who are your audiences? – Who do you want to listen to? Who do you want to share with? – You don’t need to connect with everybody

• CONVERSATION & VOICE. What is your message? – What do you have to say? What is your elevator pitch? – In social media you are selling an idea AND yourself!

• TOOLS AND TACTICS. What resources will you use?


Social Strategy Rule #4. Go Where Your Audience Is

Photo credit: flickr/stignygaard

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

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Find out where your brand’s presence makes sense. * Leverage existing connections and tools first. * Don’t create a new social network on your own domain unless you have a PROVEN compelling reason why people will come and return. * Don’t join every social network just to be there. * Consider staff time, budget, and (most importantly) the time and needs of your audience. Photosource: Jim (by Stig Nygaard) http://www.flickr.com/photos/stignygaard/3015002645/in/photostream/


1,000

200 120

187

12

Top Social Networks by millions of users

Laura Lee Dooley, January 2013 about.me/lauraleedooley Photo credit: flickr/xslim

• CURRENT information • Google yourself • Review privacy & change

passwords periodically

Social Strategy Rule #5. Keep Your Profile Updated

Photo credit: flickr/juanjocarvajal

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Photosource: Juanjo Carvajal http://www.flickr.com/photos/juanjocarvajal/8334428129/

Laura Lee Dooley, January 2013 about.me/lauraleedooley 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

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Photosource: Potter's Hands (by Walt Stoneburner) http://www.flickr.com/photos/waltstoneburner/5745387762/


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.

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Photosource: Megaphone man at the Metro 4 (by Hazzat) http://www.flickr.com/photos/hazzat/5412540184/


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 …

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Additional resource: BRAND YOU by Tom Peters - Reinventing Work - The Brand You 50 : Or : Fifty Ways to Transform Yourself from an 'Employee' into a Brand That Shouts Distinction, Commitment, and Passion! 1999. Tom Peters. In 50 essential points, Tom Peters shows how to be committed to your craft, choose the right projects, how to improve networking, why you need to think fun is cool, and why it's important to piss some people off. He will enable you to turn yourself into an important and distinctive commodity. In short, he will show you how to turn yourself into . . . Brand You.


Social Strategy Rule #8. Know Your Community

Photo credit: flickr/David_Shankbone

Who are your … • Fans • Followers • Readers • Repeaters • Subscribers • Advocates • Free agents

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Photosource: Larry David in a Crowd (by David Shankbone) http://www.flickr.com/photos/shankbone/3572061226/ /photos/hazzat/5412540184/


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

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Photosource: Grey Day Rock Balance http://www.flickr.com/photos/what_i_see/514845946/


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

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Photosource: Measuring West (by Steve Harris) http://www.flickr.com/photos/stevenharris/4775722590/in/photostream/ What questions are you trying to answer? Build in the capability to measure your success (difficult to retrofit) Focus on what matters, not on what people tell you to measure Track more than stats – track content and people


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


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

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Important lessons from this – which I’ll cover in more detail at an upcoming social media brown bag – include: Always be listening for only by listening can you understand others and that is an important part of the conversation. Social media is NOT a marketing outlet, it IS a conversation. Be prepared for that kind of exchange. Social media is not necessarily a Field of Dreams – if you build it people won’t necessarily come. You have to invest your time and effort in building a presence which draws the right people to you (and, ultimately, it is ALWAYS about people). What you do in the online world will impact your offline world. They aren’t separate, they are conjoined. Social media is a perfect medium to live out the WRI values … not just through the WRI profiles online, but through your own personal social media spaces because whether you like it or not, what you do online reflects back on WRI. You can’t manage what you can’t measure so make sure to measure, measure, measure.


Social Media in 10 Minutes

Laura Lee Dooley Online Engagement Architect & Strategist World Resources Institute about.me/lauraleedooley [email protected]

social media in 10 minutes - 2013

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