wri communications curriculum: social media strategy
TRANSCRIPT
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
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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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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
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3
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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
Tota
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om
mit
me
nt
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