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IRD Social Media Summit: Intro to Social Media

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presentation by Steve Rubel, Edelman

presentation by Steve Rubel, Edelman

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

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