IRD Social Media Summit: Intro to Social Media


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presentation by Steve Rubel, Edelman

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IRD Social Media Summit: Intro to Social Media

  1. 1. Advancing Shared Interests with Digital Embassies, Ambassadors & Envoys<br />Steve Rubel, SVP, Edelman Digital <br />
  2. 2. Dispersion of Authority<br />30%<br />Newspaper readership is down<br />120+<br />dailies shut down in 2009<br />In the U.S., more people rely on the Internet <br />(40%)<br />for news than rely on newspapers<br />(35%)<br />2<br />
  3. 3. “Continuous Partial Attention”<br />3<br />79%of all adults are online—for an average of 33 hours per week<br />People will watch 100 million videos on YouTube today<br />People visit 114domains and visit2,500 Web pages each month<br />1 in 10 Americans online are now on Twitter<br />
  4. 4. Social is the New Normal<br />4<br />Two thirds of people online now use social networking or blogging<br />YouTube is now the #2popular search engine<br />Facebook users become “fans” of a particular company, brand, product or person 3.5 million times a day<br />Twitter grew 1, 382% in last 12 months<br />
  5. 5. The solution:Public<br />Engagement<br />
  6. 6. 6<br />Public engagement aims to advance shared interests in a world of interdependence<br />
  7. 7. A key way forward: Digital Engagement<br />
  8. 8. 8<br />Digital engagement is a continuous set of interactions, communications and the participatory behavior of individuals who seek connectivity, empowerment and real time interactivity through digital and social technologies.…leading to a more engaged constituency, loyal customers, brand affinity and measurable results.<br />
  9. 9. Where Public & Digital Engagement Overlap<br />9<br />Public Engagement<br />Digital Engagement<br />Engagement happens on properties you own and properties you wish to influence<br />
  10. 10. Continuous Engagement Leads To Trust<br />10<br />
  11. 11. Trust Increases with Seamless Visibility & Influences Actions<br />11<br />Paid<br />Earned<br />Action<br />web<br />Social<br />Owned<br />SeamlessVisibility<br />Action<br />Action<br />mobile<br />Action<br />
  12. 12. Embassies, Ambassadors and Envoys and Public Engagement<br />12<br />
  13. 13. Your Starting Point: Mutual Gain<br />The overarching goal of your social media initiative should be to engage individuals and groups around shared interests and inspire them to act for mutual gain. <br />13<br />
  14. 14. Employee Engagement Can Support Digital Public Engagement<br />14<br />
  15. 15. Expertise, Employees & Peers Shape Our Decisions<br />15<br />
  16. 16. Programs Come in all Shapes & Sizes<br />16<br />Short-Lived Campaigns<br />…or Brand & Business Models<br />Engaging in the Digital Arena is Paramount to ANY Program’s Overall Relevance & Impact <br />
  17. 17. Home, Sweet Home.<br />17<br />
  18. 18. 18<br />Embassies: Your Home Away from Home<br />Embassies are an established presence where interactions, conversations and participation are facilitated by one or more Ambassadors of the brand or organization who owns them.<br />
  19. 19. Ambassadors Run Embassies and Build Bridges to the Local Community<br />Embassies Should Be Built Where You Need Them<br />19<br />
  20. 20. Digital Embassies: Facebook<br />20<br />
  21. 21. Digital Embassies: Twitter<br />21<br />
  22. 22. Digital Embassies: YouTube<br />22<br />
  23. 23. Digital Embassies<br />Are Not:<br /><ul><li>Event Pages
  24. 24. One-off Videos
  25. 25. Tweet-Vites
  26. 26. Sponsored LinkedIn groups</li></ul>Are:<br />Facebook fan pages<br />Branded channels on YouTube<br />Sustained Twitter feeds<br />Ongoing relationships<br />23<br />
  27. 27. Embassies Have Ambassadors. Outposts Need Envoys.<br />Envoys are employees, agents or members of the public, who are willingly dispatched to properties that are not owned or controlled by the business, brand or organization. <br />24<br />
  28. 28. Embassies Have Ambassadors. Outposts Need Envoys<br />Envoys Are Deployed to Engage in Outposts<br />25<br />
  29. 29. Deploying Digital Embassies & Envoys<br />26<br />
  30. 30. 27<br />Values, Vision & Strategy<br />Inputs<br />Outputs<br />Embassies<br />EMBASSY PRESENCE & APLICATIONS<br />AMBASSADOR & ENVOY ENGAGEMENT<br />Ambassadors & Envoys<br />Outputs<br />Strategy<br />Inputs<br />
  31. 31. Deploying Digital Embassies & Envoys: Three Recurring Steps<br />28<br />
  32. 32. Listen First<br />1. Listen & Explore<br />Visibility Audit<br />Conversation Audit<br />Social Fitness Check-Up<br />Internal<br />External<br />Influencer Identification (if not already done)<br />29<br />
  33. 33. Develop A Comprehensive Strategy<br />2. Synthesize<br />Digital Compass<br />Site & App Construction<br />Q1 Content Calendar<br />Ambassador Recruiting & On boarding<br />Cross-Channel & Inter-Agency Coordination<br />Monitoring, Moderation & Rapid Response Protocols<br />30<br />
  34. 34. Launch, Learn and Continually Iterate<br />3. Activate, Evaluate and Sustain<br />Phased Launch<br />Alpha -> Envoys<br />Beta <br />Implement Real Time Monitoring & Moderation<br />Optimize Content For Action & SEO<br />Expand Ambassadors<br />Measure & Report Results vs. Baseline Benchmarks<br />31<br />
  35. 35. A Plan for Building Social Media<br />CRAWL<br />WALK<br />RUN<br />FLY<br />Prepare<br />Engage<br />Advocate<br />Protect<br />32<br />Web site<br />Audit<br />Monitoring<br />Training<br />Crisis Communications<br />Search<br />Advertising<br />Content development<br />Influencer Outreach<br />Social media<br />Ally development<br />Sponsorships<br />Leadership blog<br />Crowdsourcing<br />Digital Advocacy<br />Mobile<br />
  36. 36. WALK<br />CRAWL<br />RUN<br />FLY<br />Champions<br />Spectators & Joiners<br />Creators<br />Collectors & Critics<br />Read blogs, forums and comments<br />Watch videos or listen to podcasts<br />Join a social network<br />Use RSS feeds<br />Tag photos and web content<br />Post ratings & reviews<br />Add comments<br />Forward news and information<br />Blog or Tweet<br />Upload photos, videos & podcasts<br />Write and post articles<br />Create a web site <br />Form a social networking group<br />CoTweet<br />Crowdsourcing<br />OpenID/ Facebook Connect<br />Distributed content<br />Serialized content<br />Advocacy engagement<br />And Have A Plan For Your People To Do The Same<br />33<br />
  37. 37. AXE<br />34<br />Public Engagement<br />Digital Engagement<br />
  38. 38. SC Johnson/Glade<br />35<br />Public Engagement<br />Digital Engagement<br />
  39. 39. Nutro<br />36<br />Public Engagement<br />Digital Engagement<br />
  40. 40. Summary<br />Public & digital engagement work together<br />Engagement leads to trust<br />Trust increases visibility and influences actions <br />Ambassadors and envoys are deployed against paid, earned, owned and social properties<br />Initiatives lead with strategy followed by tactics<br />Programs are measured, benchmarked and improved continually over time in a sustainable fashion<br />37<br />EngagementTrustInfluenceAction<br />