social media in 10 minutes
DESCRIPTION
Social media presentation delivered to EMBARQ network communication team on February 1, 2011.TRANSCRIPT
Social Media in 10 Minutes February 1, 2011
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media in 10 Minutes
Laura Lee S. DooleyOnline Engagement StrategistWorld Resources Institute (www.wri.org)twitter.com/[email protected]
Social Media in 10 Minutes February 1, 2011
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Edelman Trust Barometer 2008
People like doing business with people they know …
… and love doing business with people they trust.
Social Media in 10 Minutes February 1, 2011
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
TRUST is personal . . . requires risk-taking . . . about relationships, not
transactions . . . based on being willing to put the other’s needs first.
Social Media in 10 Minutes February 1, 2011
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Building and sustaining trust
Bas
ed o
n “C
reat
ing
Bra
nd I
nsis
tenc
e” b
y T
he B
lake
Pro
ject
5 attributesthat drive users to insist on specific brands
Awareness
Acc
ess
ibilit
y Valu
e
EmotionalConnection
Relev
ant
Differ
entia
tion
Social Media in 10 Minutes February 1, 2011
Information Seeker
Repeat Visitor
Marketer
Ambassador, Evangelist
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Partners, Donors
Relationships
Impa
ct
Social Media in 10 Minutes February 1, 2011
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Each personal interaction between a company and a customer or between you and a member of your community
presents an opportunity to gain an advocate for your brand – Seth Simonds
Flickr: kam
shots|Kam
yar Adl
Social Media in 10 Minutes February 1, 2011
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Personal branding
I’m intereste
d 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 Media in 10 Minutes February 1, 2011
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Pre-contemplation Contemplation Action (Maintenance)
Positioning – where audience is now vs. where you want them to be
Social Media in 10 Minutes February 1, 2011
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Edelman Trust Barometer 2009
Regardless of channel, voice, or country …
… a majority of people need to hear the same message 3-5 times to believe it.
Social Media in 10 Minutes February 1, 2011
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Visualizing Facebook Friendships
More than 500,000,000 active users worldwide
Social Media in 10 Minutes February 1, 2011
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Socializing Your Brand
Social Media in 10 Minutes February 1, 2011
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
“Noosphere”Sphere of human thought
Social Media in 10 Minutes February 1, 2011
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Social Media in 10 Minutes February 1, 2011
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Peter Choambient awareness … and presence
Social Media in 10 Minutes February 1, 2011
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Current Listening Posts
http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpg
… organizing online conversations …
Social Media in 10 Minutes February 1, 2011
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Here and now - in 140 characters
Friends and FamilyPhotos and FunConversations
Colleagues Resume and Expertise
Recommendations
3 key tools
Social Media in 10 Minutes February 1, 2011
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
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 (http://bit.ly/gFHpvM)