Social Media in 10 Minutes - 2013
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Social Media in 10 Minutes - 2013

  • 794 views
Uploaded on

A 2013 update of the "Social Media in 10 Minutes - 2011" with more current information and lessons learned.

A 2013 update of the "Social Media in 10 Minutes - 2011" with more current information and lessons learned.

More in: Education
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
794
On Slideshare
764
From Embeds
30
Number of Embeds
2

Actions

Shares
Downloads
6
Comments
0
Likes
1

Embeds 30

http://www.linkedin.com 20
https://www.linkedin.com 10

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Social Media in 10 Minutes Laura Lee Dooley Online Engagement Architect & Strategist World Resources Institute about.me/lauraleedooleyabout.me/lauraleedooley Laura Lee Dooley, January 2013
  • 2. Social media Social engagement is all about relationships.about.me/lauraleedooley Laura Lee Dooley, January 2013
  • 3. People like doing business with people they know … … and love doing business with people they trust. Edelman Trust Barometer 2008about.me/lauraleedooley Laura Lee Dooley, January 2013
  • 4. TRUST is personal . . . requires risk-taking . . . about relationships, nottransactions . . . based on being willing to put the other’s needs first. about.me/lauraleedooley Laura Lee Dooley, January 2013
  • 5. ambient awareness … and presence Peter Choabout.me/lauraleedooley Laura Lee Dooley, January 2013
  • 6. Current Listening Posts … organizing online conversations … http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpgabout.me/lauraleedooley Laura Lee Dooley, January 2013
  • 7. Building and sustaining trust Emotional Connection 5 attributes that drive users to insist on specific brands Based on “Creating Brand Insistence” by The Blake Projectabout.me/lauraleedooley Laura Lee Dooley, January 2013
  • 8. Partners, Donors Action Ambassador, Evangelist Trust MarketerRelationships Repeat Visitor Information Seekerabout.me/lauraleedooley Laura Lee Dooley, January 2013
  • 9. Voices Most Trusted Academic or expert 68% 70%Technical expert in the company 66% 64% Person like yourself 65% 43% Regular employee 50% 34% NGO representative 50% 2012 47% 2011 Financial or industry analyst 46% 53% CEO 38% 50%Government official or regulator 20% 43% Edelman Trust Barometer 2012 about.me/lauraleedooley Laura Lee Dooley, January 2013
  • 10. Positioning – where audience is now vs. where you want them to bePre-contemplation Contemplation Action (Maintenance) about.me/lauraleedooley Laura Lee Dooley, January 2013
  • 11. 1 time, 5%Regardless of 10+ times,channel, voice, or 13% 2 times,country … 6-9 times, 14% 6%… a majority ofpeople need to hear 4-5 times,the same message 28% 3 times,3-5 times to believe 35%it. Edelman Trust Barometer 2012 about.me/lauraleedooley Laura Lee Dooley, January 2013
  • 12. 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 accessabout.me/lauraleedooley Laura Lee Dooley, January 2013
  • 13. about.me/lauraleedooley Laura Lee Dooley, January 2013
  • 14. Social Networking Site Use by Age Group, 2005-2012 % of internet users in each age group who use social networking sites 100 92 86 87 86 75 76 72 73 67 68 61 57 50% 49 48 49 50 47 38 25 34 25 29 24 26 9 8 11 7 13 7 0 6 4 1 Apr-09 Aug-06 May-08 May-10 Aug-11 Aug-12 Feb-05 Feb-12 Source: Pew Internet 18-29 30-49 50-64 65+about.me/lauraleedooley Laura Lee Dooley, January 2013
  • 15. 10 Social Strategy Rules to Follow1. 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 Trackabout.me/lauraleedooley Laura Lee Dooley, January 2013
  • 16. Social Strategy Rule #1. DO IT! Be present or be invisible. ignored. unheard. passed by. distrusted.about.me/lauraleedooley Laura Lee Dooley, January 2013 Photo credit: flickr/qwrrty
  • 17. Social Strategy Rule #2. Listen First “Seek first to understand, then to be understood.” Stephen Covey (Habit 5)about.me/lauraleedooley Laura Lee Dooley, January 2013 Photo credit: flickr/xslim
  • 18. Social Strategy Rule #3. Develop a Roadmap Begin with the end in mind. Mental creation precedes physical creation. Stephen Covey (Habit 2)about.me/lauraleedooley Laura Lee Dooley, January 2013 Photo credit: flickr/Editor B
  • 19. Social Strategy Rule #3: Develop a Roadmap – Long-term• IMPACT & OUTCOMES. What is your goal ? – How do you want to make a difference? – Connecting, learning, sharing, building a support network, other?• SOCIAL CIRCLE. Who are your audiences? – Who do you want to listen to? Who do you want to share with? – You don’t need to connect with everybody• CONVERSATION & VOICE. What is your message? – What do you have to say? What is your elevator pitch? – In social media you are selling an idea AND yourself!• TOOLS AND TACTICS. What resources will you use?about.me/lauraleedooley Laura Lee Dooley, January 2013
  • 20. Social Strategy Rule #4. Go Where Your Audience Is If you build it, they won’t necessarily come.about.me/lauraleedooley Laura Lee Dooley, January 2013 Photo credit: flickr/stignygaard
  • 21. 1,000 Top Social Networks by millions of users 200 187 120 12about.me/lauraleedooley Laura Lee Dooley, January 2013
  • 22. Social Strategy Rule #5. Keep Your Profile Updated • CURRENT information • Google yourself • Review privacy & change passwords periodicallyabout.me/lauraleedooley Laura Lee Dooley, January 2013 Photo credit: flickr/juanjocarvajal Photo credit: flickr/xslim
  • 23. Social Strategy Rule #6. Build Your Social Circle “ 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)about.me/lauraleedooley Laura Lee Dooley, January 2013 Photo credit: flickr/waltstoneburner
  • 24. Social Strategy Rule #7. Establish Your Voice It is not about you. It is about the value you bring to others.about.me/lauraleedooley Laura Lee Dooley, January 2013 Photo credit: flickr/Hazzat
  • 25. I’m an I’m interested in … I’m good expert on at … … Personal brandingI hangaround I have infowith … about … I talk a lot about … I like to …about.me/lauraleedooley Laura Lee Dooley, January 2013
  • 26. Social Strategy Rule #8. Know Your Community Who are your … • Fans • Followers • Readers • Repeaters • Subscribers • Advocates • Free agentsabout.me/lauraleedooley Laura Lee Dooley, January 2013 Photo credit: flickr/David_Shankbone
  • 27. Audience Analysis – Social Circle A B C D E F G1234about.me/lauraleedooley Laura Lee Dooley, January 2013
  • 28. Social Strategy Rule #9. Take Time to Engage “It’s not enough to be busy, so are the ants. The question is, what are we busy about?” Henry David Thoreauabout.me/lauraleedooley Laura Lee Dooley, January 2013 Photo credit: flickr/ what_i_see
  • 29. Social Strategy Rule #10. Measure and Track “Measurement is your map, and metrics are your signposts.” Beth Kanter, Katie Delahaye Paineabout.me/lauraleedooley Laura Lee Dooley, January 2013 Photo credit: flickr/stevenharris
  • 30. 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, connectsabout.me/lauraleedooley Laura Lee Dooley, January 2013
  • 31. 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 Trackabout.me/lauraleedooley Laura Lee Dooley, January 2013
  • 32. 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, measureabout.me/lauraleedooley Laura Lee Dooley, January 2013
  • 33. Social Media in 10 Minutes Laura Lee Dooley Online Engagement Architect & Strategist World Resources Institute about.me/lauraleedooley lldoolj2@gmail.comabout.me/lauraleedooley Laura Lee Dooley, January 2013