WRI Communications Curriculum: Social Media Strategy


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WRI Communications Curriculum: Social Media Strategy

  1. 1. WRI COMMUNICATIONS CURRICULUMSocial Media Strategy3 January 2013Laura Lee DooleyOnline Engagement Architect & StrategistExternal Relationsabout.me/lauraleedooley
  2. 2. 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
  3. 3. Social mediaSocial engagementis all about relationships.
  4. 4. People like doing business withpeople they know …… and love doing business withpeople they trust.Edelman Trust Barometer 2008
  5. 5. TRUST ispersonal . . . requires risk-taking . . . about relationships, nottransactions . . . based on being willing to put the other’s needs first.
  6. 6. Based on “Creating Brand Insistence” by The Blake Project5 attributesthat driveusers toinsist onspecificbrandsEmotionalConnectionBuilding and sustaining trust
  7. 7. RelationshipsInformation SeekerRepeat VisitorMarketerAmbassador,EvangelistPartners,DonorsActionTrust
  8. 8. 43%50%53%47%34%43%64%70%20%38%46%50%50%65%66%68%Government official or regulatorCEOFinancial or industry analystNGO representativeRegular employeePerson like yourselfTechnical expert in the companyAcademic or expertVoices Most Trusted20122011Edelman Trust Barometer 2012
  9. 9. Trust protects reputationVS.
  10. 10. Edelman Trust Barometer 201157% will believenegative informationafter hearing it1-2 times15% will believepositive informationafter hearingit 1-2 times51%will believepositiveinformationafter hearing it1-2 times25%will believenegative informationafter hearing it 1-2 timesWhen a brand is distrusted When a brand is trusted
  11. 11. Pre-contemplation Contemplation Action (Maintenance)Positioning – where audience is now vs. where you want them to be
  12. 12. Edelman Trust Barometer 2012Regardless ofchannel, voice, orcountry …… a majority ofpeople need to hearthe same message3-5 times to believeit.1 time, 5%2 times,14%3 times,35%4-5 times,28%6-9 times,6%10+ times,13%
  13. 13. WRI Social MediaBrief Overview
  14. 14. 1,00020012018712Top Social Networksby millions of users
  15. 15. 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 usersfrom Russia, South Korea, Japan, India and Brazil.• Brazil has the third highest number of Google+ usersin the world.• Pinterest has seen a massive 4377% growth ratebetween May 2011 and May 2012 in the US.
  16. 16. 01,0002,0003,0004,0005,000Oct-08Jan-09Apr-09Jul-09Oct-09Jan-10Apr-10Jul-10Oct-10Jan-11Apr-11Jul-11Oct-11Jan-12Apr-12Jul-12Oct-12Visits to WRI .org from the Top 3 Social NetworksFacebook Twitter LinkedIn
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. WRI on Google+• Organization Page• Followers: 1,781• Google connections:– Gmail Contacts– Google Search– Google Places– Google Adwords
  21. 21. WRI on Pinterest• worldresources• Fastest growing socialbookmarking site• Followers: 1,089• Community Boards– Climate COP18-Doha (431followers)– Future We Want | EarthSummit |#RioPlus20 (928 followers)
  22. 22. WRI Digest• Monthly emailnewsletter• Subscribers: 13,400• 15-20% open rate perissue; different peopleopen email each month• Some crossover withsocial media community
  23. 23. 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
  24. 24. 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
  25. 25. Social Media StrategyFramework10 Social Strategy Rules
  26. 26. Social Strategy Rule #1.DO IT!Photo credit: flickr/qwrrtyBe present or be invisible.ignored.unheard.passed by.distrusted.
  27. 27. 949677686 87 8692782548616872 736 411244749 50571713262934380255075100Feb-05Aug-06May-08Apr-09May-10Aug-11Feb-12Aug-12%Social Networking Site Use by Age Group, 2005-2012% of internet users in each age group who use social networking sites18-29 30-49 50-64 65+Source: Pew Internet
  28. 28. Social Strategy Rule #1.DO IT!RESOURCES:• WRI Guidelines• Webinars• eNewsletters• Blogs• Experience• Me!Photo credit: flickr/qwrrty
  29. 29. Policies & GuidelinesIndependenceInnovationIntegrityRespectUrgencyWRI Values = Social Media Values
  30. 30. Photo credit: flickr/xslim“Seek first to understand,then to be understood.”Stephen Covey (Habit 5)Social Strategy Rule #2.Listen First
  31. 31. Social Strategy Rule #2.Listen FirstPhoto credit: flickr/xslim• Your Social Media Streams• Google ReaderRSS Feeds, Google Alerts• TwitterSearch, #Hashtags• Facebook (Pages)• LinkedIn (Groups|News)• Email & Newsletters• Other SM NetworksGoogle+, Pinterest, Bookmarking Sites
  32. 32. Photo credit: flickr/xslim10. Complaint9. Compliment8. Problem7. Question of inquiry6. Campaign impact5. Crisis4. Competitor3. Crowd2. Influencer1. Point of needSocial Strategy Rule #2.Listen First
  33. 33. Social Strategy Rule #3.Develop a RoadmapPhoto credit: flickr/Editor BBegin with the end in mind.Mental creation precedesphysical creation.Stephen Covey (Habit 2)
  34. 34. 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?
  35. 35. Short-term Social Media Outreach• Designed for specific events• Collaborative effort with WRI brand and community• “STRATEGY - Short-Term Basic Social MediaOutreach”– Focused on Twitter, Facebook, LinkedIn– Available online at http://bit.ly/x8MBWv
  36. 36. Social Strategy Rule #3.Develop a RoadmapPhoto credit: flickr/MyAngelG• Long-term• Short-term• Maintenance• Measurement
  37. 37. Social Strategy Rule #4.Go Where YourAudience IsPhoto credit: flickr/stignygaardIf you build it, they won’tnecessarily come.
  38. 38. Social Strategy Rule #4.Go Where YourAudience Is• Twitter = News feed• LinkedIn = Professionals• Facebook = Largest; Moreinformal, personal• Other SM Networks(Do your homework!)• Email Lists• Build Your OwnPhoto credit: flickr/stignygaard
  39. 39. Photo credit: flickr/xslimCURRENT information• Full name• URL name (namechk.com)• Photo(s)• Description with keywords• Geographic information• Accurate links• Standard brand language• Title & organizationSocial Strategy Rule #5.Keep Your ProfileUpdatedPhoto credit: flickr/juanjocarvajal
  40. 40. Photo credit: flickr/xslim• Understand privacysettings─ Resource: http://bit.ly/ozeIB9• Respect the brand yourepresentPhoto credit: flickr/juanjocarvajalSocial Strategy Rule #5.Keep Your ProfileUpdated
  41. 41. Photo credit: flickr/waltstoneburner“ No man is an island entireof itself; every manis a piece of the continent,a part of the main...”John Donne (1572-1631)Social Strategy Rule #6.Build Your Social Circle
  42. 42. Photo credit: flickr/waltstoneburner• Search• Upload or connect youremail contacts• Follow those others arefollowing• Website/Profile linksFor lesser-knownconnections, provide reasonto connectSocial Strategy Rule #6.Build Your Social Circle
  43. 43. Photo credit: flickr/waltstoneburner• Friends, FoFs• Partners, PoPs• Colleagues, CoCs• Newsletter recipients• Target constituents• People w/ similar goals• Those on the other sideSocial Strategy Rule #6.Build Your Social Circle
  44. 44. Social Strategy Rule #7.Establish Your VoicePhoto credit: flickr/HazzatIt is not about you.It is about the valueyou bring to others.
  45. 45. Social Strategy Rule #7.Establish Your VoicePhoto credit: flickr/Hazzat• Content• Activity• Reach• Community• Engagement• Conversation
  46. 46. Personal brandingI’m interestedin …I talk a lotabout …I’m anexpert on…I have infoabout …I like to …I hangaroundwith …I’m goodat …
  47. 47. Social Strategy Rule #7.Establish Your VoicePhoto credit: flickr/Hazzat5 C’s of Engagement• Creating• Critiquing• Chatting• Collecting• Clicking
  48. 48. 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. Addrelevant voices to social circle.• Look for resources from the online community you canshare with others.• 12:1 ratio
  49. 49. 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
  50. 50. Social Strategy Rule #8.Know Your CommunityPhoto credit: flickr/David_ShankboneWho are your …• Fans• Followers• Readers• Repeaters• Subscribers• Advocates• Free agents
  51. 51. “Free agents” areindividuals working outsideorganizations to organize,mobilize, raise funds, andcommunicate withconstituents.- The Networked NonprofitSocial Strategy Rule #8.Know Your CommunityFree agents like Shawn Ahmed (@uncultured)are promiscuous for good!Free Agent. Source; Rob Cottingham.
  52. 52. Audience Analysis – Social CircleA B C D E F G1234
  53. 53. Social Strategy Rule #9.Take Time to EngagePhoto credit: flickr/ what_i_see“It’s not enough to be busy, soare the ants. The question is,what are we busy about?”Henry David Thoreau
  54. 54. Social Media Time ManagementTotalTimeCommitmentSource: Amber Naslund. 2010.
  55. 55. Social Strategy Rule #10.Measure and TrackPhoto credit: flickr/stevenharris“Measurement is your map,and metrics are yoursignposts.”Beth Kanter,Katie Delahaye Paine
  56. 56. Social Strategy Rule #10.Measure and TrackPhoto credit: flickr/stevenharrisQuantity and Quality• Activity• Reach• Engagement
  57. 57. 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
  58. 58. 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
  59. 59. Social Strategy Rule #10.Measure and TrackPhoto credit: flickr/stevenharris
  60. 60. Social Media Strategy Framework1. Do it!2. Listen First3. Develop a Roadmap4. Go Where Your Audience Is5. Keep Your Profile Updated6. Build Your Social Circle7. Establish Your Voice8. Know Your Community9. Take Time to Engage10. Measure and Track
  61. 61. 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
  62. 62. QUESTIONS AND ANSWERSSocial Media StrategyLaura Lee DooleyOnline Engagement Architect & StrategistExternal Relationsabout.me/lauraleedooley