Social Media in 10 Minutes                          Laura Lee Dooley                          Online Engagement Architect ...
Social media                          Social engagement                          is all about relationships.about.me/laura...
People like doing business with           people they know …        … and love doing business with              people the...
TRUST is    personal . . . requires risk-taking . . . about relationships, nottransactions . . . based on being willing to...
ambient awareness … and presence                                                       Peter Choabout.me/lauraleedooley   ...
Current Listening Posts   … organizing online conversations …                                     http://www.symposiumc6.c...
Building and sustaining trust                              Emotional                              Connection              ...
Partners,                                        Donors                          Action                                   ...
Voices Most Trusted                Academic or expert                                        68%                          ...
Positioning – where audience is now vs. where you want them to bePre-contemplation Contemplation Action (Maintenance) abou...
1 time, 5%Regardless of                                              10+ times,channel, voice, or                         ...
Social Media Benefits•    Establish credibility and trust•    Build communities of interest•    Share and gather resources...
about.me/lauraleedooley   Laura Lee Dooley, January 2013
Social Networking Site Use by Age Group, 2005-2012           % of internet users in each age group who use social networki...
10 Social Strategy Rules to Follow1. Do it!2. Listen First3. Develop a Roadmap4. Go Where Your Audience Is5. Keep Your Pro...
Social Strategy Rule #1.                                                   DO IT!                                         ...
Social Strategy Rule #2.                                                       Listen First                               ...
Social Strategy Rule #3.                                                   Develop a Roadmap                              ...
Social Strategy Rule #3:              Develop a Roadmap – Long-term• IMPACT & OUTCOMES. What is your goal ?      – How do ...
Social Strategy Rule #4.                                                 Go Where Your                                    ...
1,000                                Top Social Networks                                        by millions of users      ...
Social Strategy Rule #5.                                                 Keep Your Profile                                ...
Social Strategy Rule #6.                                              Build Your Social Circle                            ...
Social Strategy Rule #7.                                                   Establish Your Voice                           ...
I’m an                       I’m interested                                      in …              I’m good   expert on   ...
Social Strategy Rule #8.                                            Know Your Community                                   ...
Audience Analysis – Social Circle           A              B   C   D    E        F               G1234about.me/lauraleedoo...
Social Strategy Rule #9.                                                Take Time to Engage                               ...
Social Strategy Rule #10.                                                 Measure and Track                               ...
Some Basic Metrics• Growth – friends, followers, fans, connects, subscribes• Twitter – shares, retweets, mentions, clickth...
Social Media Strategy Framework1. Do it!2. Listen First3. Develop a Roadmap4. Go Where Your Audience Is5. Keep Your Profil...
Lessons Learned in Social Media•    If you’re not present, you are absent•    Seek first to understand•    Conversation – ...
Social Media in 10 Minutes                          Laura Lee Dooley                          Online Engagement Architect ...
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Social Media in 10 Minutes - 2013

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

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Social Media in 10 Minutes - 2013

  1. 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. 2. Social media Social engagement is all about relationships.about.me/lauraleedooley Laura Lee Dooley, January 2013
  3. 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. 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. 5. ambient awareness … and presence Peter Choabout.me/lauraleedooley Laura Lee Dooley, January 2013
  6. 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. 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. 8. Partners, Donors Action Ambassador, Evangelist Trust MarketerRelationships Repeat Visitor Information Seekerabout.me/lauraleedooley Laura Lee Dooley, January 2013
  9. 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. 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. 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. 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. 13. about.me/lauraleedooley Laura Lee Dooley, January 2013
  14. 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. 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. 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. 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. 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. 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. 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. 21. 1,000 Top Social Networks by millions of users 200 187 120 12about.me/lauraleedooley Laura Lee Dooley, January 2013
  22. 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. 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. 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. 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. 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. 27. Audience Analysis – Social Circle A B C D E F G1234about.me/lauraleedooley Laura Lee Dooley, January 2013
  28. 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. 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. 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. 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. 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. 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
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