Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Media Overview
Laura Lee Dooley
about.me/lauraleedooley
lldoolj...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Social media
is all about
relationships,
trust, and
interaction.
Laura Lee Dooley, April 2014about.me/lauraleedooley
People like doing business with
people they know …
… and love doing bu...
Laura Lee Dooley, April 2014about.me/lauraleedooley
TRUST is
personal . . . requires risk-taking . . . about relationships...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Flickr:kamshots|KamyarAdl
Each personal interaction between a company ...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Edelman Trust Barometer
34%
43%
50%
43%
47%
64%
53%
70%
50%
20%
38%
65...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Peter Cho
ambient awareness … and presence
Laura Lee Dooley, April 2014about.me/lauraleedooley
Current Listening Posts
http://www.symposiumc6.com/images/bio/details/...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Based on “Creating Brand
Insistence” by The Blake Project, 2007
5 attr...
Laura Lee Dooley, April 2014about.me/lauraleedooley
10. Works to protect and improve the environment
11. Addresses society...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Relationships
Information Seeker
Repeat Visitor
Marketer
Ambassador,
E...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Edelman Trust Barometer
Regardless of
channel, voice, or
country …
… a...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Media Benefits
• Establish credibility and trust
• Build commun...
Laura Lee Dooley, April 2014about.me/lauraleedooley
10 Social Strategy Rules
Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #1.
DO IT!
Photo credit: flickr/qwrrty
Be present...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Source: Pew Internet
9%
49%
67%
76%
86% 87% 86%
92%
83%
89%
90%
7%
8%
...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Pre-contemplation Contemplation Action (Maintenance)
Positioning – whe...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Photo credit: flickr/xslim
“Seek first to understand,
then to be under...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #2.
Listen First!
Photo credit: flickr/xslim
10. ...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #3.
Develop a Roadmap
Photo credit: flickr/Editor...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #3:
Develop a Roadmap – Long-term
• IMPACT & OUTC...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #3:
Develop a Roadmap – Long-term
• SOCIAL MEDIA ...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #4.
Go Where Your
Audience Is
Photo credit: flick...
Laura Lee Dooley, April 2014about.me/lauraleedooley
1,310
646
292
540
70
150
Facebook Twitter LinkedIn Google+ Pinterest I...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Photo credit: flickr/xslim
• CURRENT information
• Google yourself
• R...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Photo credit: flickr/waltstoneburner
“ No man is an island entire
of i...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #6.
Build Your Social Circle
Profile pic, title,
...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #7.
Establish Your Voice
Photo credit: flickr/Haz...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Personal branding
I’m interested
in …
I talk a lot
about …
I’m an
expe...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #8.
Know Your Community
Photo credit: flickr/Davi...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Audience Analysis – Social Circle
A B C D E F G
1
2
3
4
Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #9.
Take Time to Engage
Photo credit: flickr/ wha...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Media Time Management
TotalTimeCommitment
Source: Amber Naslund...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #10.
Measure and Track
Photo credit: flickr/steve...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Some Basic Metrics
• Growth – friends, followers, fans, connects, subs...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Media Strategy Framework
1. Do it!
2. Listen First
3. Develop a...
Laura Lee Dooley, April 2014about.me/lauraleedooley
Questions?
Laura Lee Dooley
about.me/lauraleedooley
lldoolj2@gmail.com
Upcoming SlideShare
Loading in...5
×

Social Media Overview 2014

990

Published on

Presentation given at Spring 2014 Nonprofit Management Executive Certificate Program, Georgetown University, Washington, DC

Published in: Education, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
990
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Social Media Overview 2014

  1. 1. Laura Lee Dooley, April 2014about.me/lauraleedooley Social Media Overview Laura Lee Dooley about.me/lauraleedooley lldoolj2@gmail.com
  2. 2. Laura Lee Dooley, April 2014about.me/lauraleedooley Social media is all about relationships, trust, and interaction.
  3. 3. Laura Lee Dooley, April 2014about.me/lauraleedooley People like doing business with people they know … … and love doing business with people they trust. Edelman Trust Barometer 2008
  4. 4. Laura Lee Dooley, April 2014about.me/lauraleedooley TRUST is personal . . . requires risk-taking . . . about relationships, not transactions . . . based on being willing to put the other’s needs first.
  5. 5. Laura Lee Dooley, April 2014about.me/lauraleedooley Flickr:kamshots|KamyarAdl Each personal interaction between a company and a customer or between you and a member of your community presents an opportunity to gain an advocate for your brand – Seth Simonds
  6. 6. Laura Lee Dooley, April 2014about.me/lauraleedooley Edelman Trust Barometer 34% 43% 50% 43% 47% 64% 53% 70% 50% 20% 38% 65% 50% 66% 46% 68% 50% 36% 53% 61% 51% 67% 51% 69% 52% 36% 43% 62% 52% 66% 53% 67% Regular employee Government official CEO Person like yourself NGO representative Technical expert in company Financial or industry analyst Academic or expert 2014 2013 2012 2011 Voices Most Trusted
  7. 7. Laura Lee Dooley, April 2014about.me/lauraleedooley Peter Cho ambient awareness … and presence
  8. 8. Laura Lee Dooley, April 2014about.me/lauraleedooley Current Listening Posts http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpg … organizing online conversations …
  9. 9. Laura Lee Dooley, April 2014about.me/lauraleedooley Based on “Creating Brand Insistence” by The Blake Project, 2007 5 attributes that drive users to insist on specific brands Emotional Connection Building and sustaining trust
  10. 10. Laura Lee Dooley, April 2014about.me/lauraleedooley 10. Works to protect and improve the environment 11. Addresses society’s needs in its everyday business 12. Creates programs that positively impact the local community 13. Partners with NGOs, government and 3rd parties to address societal needs Edelman 2014: 16 Key Attributes to Building Trust ENGAGEMENT 1. Listens to customer needs and feedback 2. Treats employees well 3. Places customers ahead of profits 4. Communicates frequently and honestly on the state of its business INTEGRITY 5. Has ethical business practices 6. Takes responsible actions to address an issue or crisis 7. Has transparent and open business practices PRODUCTS & SERVICES 8. Offers high quality products or services 9. Is an innovator of new products, services or ideas PURPOSE OPERATIONS 14. Has highly regarded and widely admired top leadership 15. Ranks on a global list of top companies 16. Delivers consistent financial returns to investors
  11. 11. Laura Lee Dooley, April 2014about.me/lauraleedooley Relationships Information Seeker Repeat Visitor Marketer Ambassador, Evangelist Partners, Donors Action Trust
  12. 12. Laura Lee Dooley, April 2014about.me/lauraleedooley Edelman Trust Barometer Regardless of channel, voice, or country … … a majority of people need to hear the same message 3-5 times to believe it. 1 time, 5% 2 times, 14% 3 times, 35% 4-5 times, 28% 6-9 times, 6% 10+ times, 13%
  13. 13. Laura Lee Dooley, April 2014about.me/lauraleedooley 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 • Expand the reach of your content (Content is KING!)
  14. 14. Laura Lee Dooley, April 2014about.me/lauraleedooley 10 Social Strategy Rules
  15. 15. Laura Lee Dooley, April 2014about.me/lauraleedooley Social Strategy Rule #1. DO IT! Photo credit: flickr/qwrrty Be present or be invisible. ignored. unheard. passed by. distrusted.
  16. 16. Laura Lee Dooley, April 2014about.me/lauraleedooley Source: Pew Internet 9% 49% 67% 76% 86% 87% 86% 92% 83% 89% 90% 7% 8% 25% 48% 61% 68% 72% 73% 77% 78% 73% 6% 4% 11% 24% 47% 49% 50% 57% 52% 60% 65% 7% 13% 26% 29% 34% 38% 32% 43% 46% 8% 16% 29% 46% 61% 64% 66% 69% 67% 72% 78% Feb-05 Aug-06 May-08 Apr-09 May-10 Aug-11 Feb-12 Aug-12 Dec-12 May-13 Sep-13 18-29 30-49 50-64 65+ All Internet users Social Networking Site Use by Age Group, 2005-2013 % of Internet users in each age group who use social networking sites
  17. 17. Laura Lee Dooley, April 2014about.me/lauraleedooley Pre-contemplation Contemplation Action (Maintenance) Positioning – where audience is now vs. where you want them to be
  18. 18. Laura Lee Dooley, April 2014about.me/lauraleedooley Photo credit: flickr/xslim “Seek first to understand, then to be understood.” Stephen Covey (Habit 5) Social Strategy Rule #2. Listen First
  19. 19. Laura Lee Dooley, April 2014about.me/lauraleedooley
  20. 20. Laura Lee Dooley, April 2014about.me/lauraleedooley Social Strategy Rule #2. Listen First! Photo credit: flickr/xslim 10. Complaint 9. Compliment 8. Problem 7. Question of inquiry 6. Campaign impact 5. Crisis 4. Competitor 3. Crowd 2. Influencer 1. Point of need
  21. 21. Laura Lee Dooley, April 2014about.me/lauraleedooley Social Strategy Rule #3. Develop a Roadmap Photo credit: flickr/Editor B Begin with the end in mind. Mental creation precedes physical creation. Stephen Covey (Habit 2)
  22. 22. Laura Lee Dooley, April 2014about.me/lauraleedooley 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?
  23. 23. Laura Lee Dooley, April 2014about.me/lauraleedooley Social Strategy Rule #3: Develop a Roadmap – Long-term • SOCIAL MEDIA POLICY – Employees using social media (and the internet) are representatives of your organization. – To safeguard employee and employer interest there should be a policy covering expectations. – Resources: • http://socialmedia.policytool.net/ • http://www.slideshare.net/wharman/social-media-handbook-for- red-cross-field-units
  24. 24. Laura Lee Dooley, April 2014about.me/lauraleedooley Social Strategy Rule #4. Go Where Your Audience Is Photo credit: flickr/stignygaard If you build it, they won’t necessarily come.
  25. 25. Laura Lee Dooley, April 2014about.me/lauraleedooley 1,310 646 292 540 70 150 Facebook Twitter LinkedIn Google+ Pinterest Instagram Top Social Networks by millions of active users
  26. 26. Laura Lee Dooley, April 2014about.me/lauraleedooley Photo credit: flickr/xslim • CURRENT information • Google yourself • Review privacy & change passwords periodically Social Strategy Rule #5. Keep Your Profile Updated Photo credit: flickr/juanjocarvajal
  27. 27. Laura Lee Dooley, April 2014about.me/lauraleedooley Photo credit: flickr/waltstoneburner “ 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) Social Strategy Rule #6. Build Your Social Circle
  28. 28. Laura Lee Dooley, April 2014about.me/lauraleedooley Social Strategy Rule #6. Build Your Social Circle Profile pic, title, organization, URL, location, bio. Do you know them? Do they follow you? Have they @mentioned you or shared your content? Who do they follow? Are they active in conversation? Who follows them and shared their content? What do they post about? Objective Inferred General Issue-Specific
  29. 29. Laura Lee Dooley, April 2014about.me/lauraleedooley Social Strategy Rule #7. Establish Your Voice Photo credit: flickr/Hazzat It is not about you. It is about the value you bring to others.
  30. 30. Laura Lee Dooley, April 2014about.me/lauraleedooley Personal branding I’m interested in … I talk a lot about … I’m an expert on … I have info about … I like to … I hang around with … I’m good at …
  31. 31. Laura Lee Dooley, April 2014about.me/lauraleedooley Social Strategy Rule #8. Know Your Community Photo credit: flickr/David_Shankbone Who are your … • Fans • Followers • Readers • Repeaters • Subscribers • Advocates • Free agents
  32. 32. Laura Lee Dooley, April 2014about.me/lauraleedooley Audience Analysis – Social Circle A B C D E F G 1 2 3 4
  33. 33. Laura Lee Dooley, April 2014about.me/lauraleedooley Social Strategy Rule #9. Take Time to Engage Photo credit: flickr/ what_i_see “It’s not enough to be busy, so are the ants. The question is, what are we busy about?” Henry David Thoreau
  34. 34. Laura Lee Dooley, April 2014about.me/lauraleedooley Social Media Time Management TotalTimeCommitment Source: Amber Naslund. 2010.
  35. 35. Laura Lee Dooley, April 2014about.me/lauraleedooley Social Strategy Rule #10. Measure and Track Photo credit: flickr/stevenharris “Measurement is your map, and metrics are your signposts.” Beth Kanter, Katie Delahaye Paine
  36. 36. Laura Lee Dooley, April 2014about.me/lauraleedooley 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
  37. 37. Laura Lee Dooley, April 2014about.me/lauraleedooley Social Media Strategy Framework 1. Do it! 2. Listen First 3. Develop a Roadmap 4. Go Where Your Audience Is 5. Keep Your Profile Updated 6. Build Your Social Circle 7. Establish Your Voice 8. Know Your Community 9. Take Time to Engage 10. Measure and Track
  38. 38. Laura Lee Dooley, April 2014about.me/lauraleedooley Questions? Laura Lee Dooley about.me/lauraleedooley lldoolj2@gmail.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×