10 Rules for Social Media Engagement


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  • Social Media Outreach If you’re trying to reach 10 people or 10,000 people, then you need to think about social media. Online Engagement Architect Laura Lee Dooley will give an overview of the top 10 rules for social media engagement. This session will include resources for using social media to listen, measure, and engage your target audience(s), build awareness, and create opportunities for impact.
  • Social media is all about relationships.And relationships can change the world.
  • During the 2008 Presidential Campaign, Barack Obama’s team made a major paradigm shift through social media by giving individuals the power and resources they needed to create a wave of support unlike we’ve ever seen before.What do you need to reach your constituents?
  • This vlog was recorded on January 18th (2011) by Asmaa Mahfouz, the girl who helped start it all. She shared it on her Facebook, and it went viral. It was so powerful and so popular, that it drove Egyptians by the thousands into Tahrir Square, and drove the Egyptian government to block Facebook. The information spread like wildfire and before anybody could imagine there were scores of people, then hundreds, then thousands until it became millions of people in the streets of Egypt which eventually forced then President Mubarak to resign.The following is a partial quote from her video - “Your presence with us will make a difference, a big difference! Talk to your neighbors, colleagues, friends and family and tell them to come.  They don’t have to come to Tahrir Square, just go down anywhere and say it, that we are free human beings. Sitting at home and just following us on news or Facebook leads to our humiliation.  Leads to my own humiliation…  Go down to the street, send SMS’s, post it on the ‘net, make people aware.  You know your own social circle, your building, your family, your friends, tell them to come with us.  Bring 5 people, or 10 people; if everyone manages to bring 5 or 10 to Tahrir Square, and talk to people and tell them, this is enough!  Instead of setting ourselves on fire, let us do something positive.  It will make a difference, a big difference.  Never say no hope!  Hope disappears only when you say there’s no hope.”On the 25th, over 15,000 Egyptians convened with Mahfouz in Tahrir Square.Source: Egyptian Revolution and Web 2.0 as vehicle of consciousness and changehttp://www.mysticsaint.info/2011/02/egyptian-revolution-and-web-20-as.html“The best [Jihad] (struggle) is to speak the truth before a tyrant ruler.” - Bukhari “[In the last few weeks] we have witnessed quite a remarkable history in the making where communication over the internet (a very important modern day symbol of oneness) was at the forefront in seeding this movement and uprising. Due to emergency laws, public gathering was banned for a long time. Thus massive communication over the internet sites was very instrumental in breaking the barriers, bringing people together.”
  • Trust has tangible value.Brands that are distrusted and facing an onslaught of negative news will have a harder time changing opinion after the storm than they would if they were trusted at the outset.Check out the twitter feed http://twitter.com/mrfredrogers by a Mr. Rogers Fan!
  • Photosource:Hurdles (by Tom Pierce)http://www.flickr.com/photos/qwrrty/3602174632/Online social engagement is no longer a option. It is here, now as an integral part of how we communicate online.
  • Sometimes people hesitate to get involved in social media because they aren’t prepared for the “Ed TV” effect.Fortunately, social media isn’t a 24/7 view of your life.It is what you and your connections contribute.
  • Photo source: http://www.flickr.com/photos/qwrrty/3602174632/
  • Mashable and Hubspot came together to answer the question, “what if rather than try to aggregate activities from existing social sites, there was just one social network that combined them all?”http://mashable.com/2009/04/17/social-media-cartoon-flitterin/
  • The WRI values offer a good “code of conduct” for how to engage via social media.Brian Solis has a list of 25 best practices at http://bit.ly/qkZhYXHere are some highlights from that list.Add value to each engagement - contribute to the stature and legacy of the brand Practice self-restraint, some things are not worth sharing What you share can and will be used against you – The internet has a long memory Take the time to interpret the context of a situation before jumping in with a response
  • Some people hesitate to get involved in social media for fear of making a mistake.Social media is very forgiving of mistakes, as long as you are authentic and are generally trustworthy.Photosource:Fall (by James Sheriff)http://www.flickr.com/photos/by-james/126370619/
  • Photo source:Strategy Session (by Bart Everson)http://www.flickr.com/photos/editor/494015222/7 Habits/Habit 2: Begin with the End in Mind. Mental creation precedes physical creation.
  • Photosource:Slow is cool in this garden (by MyAngelG)http://www.flickr.com/photos/aasg/438560312/
  • Source: Edelman. 2009. The Social Pulpit: Barack Obama’s Social Media Toolkit. http://www.micropersuasion.com/2009/01/obama-social-media-tools.html
  • Find out where your brand’s presence makes sense.* Leverage existing connections and tools first.* Don’t create a new social network on your own domain unless you have a PROVEN compelling reason why people will come and return.* Don’t join every social network just to be there.* Consider staff time, budget, and (most importantly) the time and needs of your audience.Photosource:Jim (by StigNygaard)http://www.flickr.com/photos/stignygaard/3015002645/in/photostream/
  • More stats available via “Social networking sites and our lives.” June 2011. Pew Research Center’s Internet & American Life ProjectFull Report at http://www.pewinternet.org/Reports/2011/Technology-and-social-networks.aspx
  • Photosource:Jim (by StigNygaard)http://www.flickr.com/photos/stignygaard/3015002645/in/photostream/
  • Photosource:Sea Shell (by TarasKalapun)http://www.flickr.com/photos/xslim/335105385/
  • Photosource:Sea Shell (by TarasKalapun)http://www.flickr.com/photos/xslim/335105385/
  • Photosource:Sea Shell (by TarasKalapun)http://www.flickr.com/photos/xslim/335105385/
  • Photosource:Potter's Hands (by Walt Stoneburner)http://www.flickr.com/photos/waltstoneburner/5745387762/
  • http://www.youtube.com/watch?v=BwvygI2xKGM
  • Tapping Social Media’s Potential To Muster a Vast Green Armyhttp://e360.yale.edu/feature/tapping_social_medias_potential_to_muster_a_vast_green_army_/2424/Caroline Fraser traveled on six continents to write Rewilding the World: Dispatches from the Conservation Revolution. Her first book, God's Perfect Child: Living and Dying in the Christian Science Church, was selected as a New York Times Book Review Notable Book and a Los Angeles Times Book Review Best Book. She has written widely about animal rights, natural history, and the environment. In previous articles for Yale Environment 360, she has written about the state of Japan’s nuclear industry after the Fukushima disaster and about ecological restoration projects in Scotland.
  • Photosource:Potter's Hands (by Walt Stoneburner)http://www.flickr.com/photos/waltstoneburner/5745387762/
  • Photosource:Megaphone man at the Metro 4 (by Hazzat)http://www.flickr.com/photos/hazzat/5412540184/
  • Photosource:Megaphone man at the Metro 4 (by Hazzat)http://www.flickr.com/photos/hazzat/5412540184/
  • Photosource:Trust (by Christian Scheja)http://www.flickr.com/photos/schmollmolch/3388570838/
  • 6 characteristics of a Trust Agenthttp://www.chrisbrogan.com/are-you-a-trust-agent/Top 10 Quotes From Trust Agentshttp://altaeeblog.com/top-10-quotes-from-trust-agents/1 – Trust Agents are digital natives using the web to be genuine and to humanize their business. they are interested in people (prospective customers, employees, colleagues, and more) and they have realized that these tools that enable more unique, robust communication also allow more business opportunities for everyone.2 – They are the power users of the new tools of the Web, educated more by way of their own experience and experiments than from the core of their professional experiences. They speak online technology fluently.3 – Trust Agents use today’s web tools to spread their influence faster, wider, and deeper than a typical company’s PR or marketing department might be capable of achieving.4 – Trust Agents care about the people in the equation. They work to grow relationships that eventually influence people’s experience with an organization.5 – They make people feel comfortable, all the way, building deep relationships before ever asking something of of others.6 – We don’t need to make another team lose to win ourselves. There’s plenty of room.7 – No matter whether you have lots of connections or few, don’t use this as a measure of your success online.8 - Trust Agents are being in the center of a network and being able to spread ideas.9 – Trust Agents build networks, then build circles, and then include others in those circles.10 – Part of what you do as a trust agent is realizing that everyone else has great ideas, that they are professionals, and that they have angles you’ve yet to consider.
  • Photosource:Megaphone man at the Metro 4 (by Hazzat)http://www.flickr.comPhotosource:Larry David in a Crowd (by David Shankbone)http://www.flickr.com/photos/shankbone/3572061226//photos/hazzat/5412540184/
  • Photosource:Grey Day Rock Balance http://www.flickr.com/photos/what_i_see/514845946/
  • Source: Amber Naslund. Amber Naslund. 2010. “Fitting it All In: Time Management Strategies for Social Media.” Slide 9. http://www.slideshare.net/AmberNaslund/social-media-time-management-2248737
  • Photosource:Measuring West (by Steve Harris)http://www.flickr.com/photos/stevenharris/4775722590/in/photostream/What questions are you trying to answer?Build in the capability to measure your success (difficult to retrofit)Focus on what matters, not on what people tell you to measure Track more than stats – track content and people
  • Source: PostRank (http://www.postrank.com/postrank/)What questions are you trying to answer?Build in the capability to measure your success (difficult to retrofit)Focus on what matters, not on what people tell you to measure Track more than stats – track content and people
  • December – Facebook overtook email as the primary sharing tool. It has stayed in first place with Twitter vying for second place with email (it hasn’t gotten there yet).Added sharethis widgets for Facebook, Twitter, LinkedIn, Delicious and (more recently) StumbleUpon to ExactTarget emails beginning with the September 2010 newsletter.Most popular page to be shared during the June 2010-June 2011 (LSD needs to update actual numbers)224 http://www.wri.org/careers 92 http://www.wri.org/project/eutrophication/map 93 http://www.wri.org/publication/reefs-at-risk-revisited 33 http://www.wri.org/get-involved 33 http://www.wri.org/stories/2010/11/risk-free-paper-and-lacey-act
  • Next phase of social media – Are you ready for the second wave of social media?http://smartblogs.com/socialmedia/2011/06/24/are-you-ready-for-the-second-wave-of-social-media/Business have typically used social tools to engage customers, but the next step in social media's evolution will be for more businesses to embrace the technology for internal communications as well, Cisco's Andrew Warden said at a recent event. Internal social media can help to link a global business, reinforce corporate culture and allow managers to fine tune their employees' work flows, Warden said. "Internal social media is the second wave. ... The future of work is in communities," he said.  The next wave of employees will expect it.The workforce is increasingly global. It can make management easier. A strong corporate culture may depend on it.Some additional resources on this: http://www.brasstackthinking.com/category/internal-social-med
  • What are you most interested in learning about?What resources could you use more training on?Got an idea to change the world using social media? Let’s talk!
  • 10 Rules for Social Media Engagement

    1. 1. Engaging Our Audiencesvia Social Media<br />Laura Lee Dooley<br />
    2. 2. Quick Attendee Poll<br />
    3. 3. Facebook<br />Twitter<br />Google Reader<br />LinkedIn<br />Delicious<br />Digg/Stumbleupon<br />The basic daily conversation<br />
    4. 4. Information Seeker<br />RepeatVisitor<br />Marketer<br />Ambassador, Evangelist<br />Partners, Donors<br />Relationships<br />Impact<br />Engage for Impact<br />
    5. 5. Social media <br />Social engagement<br />is all about relationships.<br />
    6. 6. “It has never been about me.It has always been about you.”<br />
    7. 7. Egyptian Revolution<br />
    8. 8. People like doing business with people they know …<br />… and love doing business with people they trust.<br />Edelman Trust Barometer 2008<br />
    9. 9. TRUST is <br />personal . . . requires risk-taking . . . about relationships, not transactions . . . based on being willing to put the other’s needs first.<br />
    10. 10. Brand<br />Flickr: kamshots|Kamyar Adl<br />Each personal interaction betweena company and a customer or betweenyou and a member of your community presents an opportunity to gain an advocate for your brand – Seth Simonds<br />
    11. 11. EmotionalConnection<br />5 attributesthat drive users to insist on specific <br />brands <br />Value<br />Accessibility<br />RelevantDifferentiation<br />Awareness<br />Building and sustaining trust<br />Based on “Creating Brand Insistence” by The Blake Project<br />
    12. 12. Positioning – where audience is now vs. where you want them to be<br />Pre-contemplation<br />Contemplation<br />Action<br />(Maintenance)<br />
    13. 13. Regardless of channel, voice, or country …<br />… a majority of people need to hear the same message 3-5 times to believe it.<br />Edelman Trust Barometer 2009<br />
    14. 14. Edelman Trust Barometer 2010<br />Expert voices most trusted<br />
    15. 15. When a brand is distrusted<br />When a brand is trusted<br />57% will believenegative informationafter hearing it1-2 times<br />51%will believepositiveinformationafter hearing it1-2 times<br />15%<br /> will believepositive informationafter hearingit 1-2 times<br />25%<br />will believe negative informationafter hearing it 1-2 times<br />Edelman Trust Barometer 2011<br />
    16. 16. Trust protects reputation<br />VS. <br />
    17. 17. 10 Rules of Social Engagement<br />
    18. 18. Social Engagement Rule #1.DO IT!<br />Be present or be invisible.<br /> ignored.<br /> unheard.<br /> passed by.<br /> distrusted.<br />Photo credit: flickr/qwrrty<br />
    19. 19. “Ed TV” (1999)<br />Agreeing to having his "life" aired on cable TV 24-hours-a-day, Ed Pekurny is followed, wherever he goes, by a video crew.<br />
    20. 20. Social Engagement Rule #1.DO IT!<br />Complete /Update Profiles<br />LinkedIn, Facebook<br />Twitter, Delicious<br />Get into Google<br />Reader, Gmail, Contacts, Docs, YouTube … +<br />Use Privacy Settings<br />Google Yourself<br />Photo credit: flickr/qwrrty<br />
    21. 21. What if rather than try to aggregate activities from existing social sites, there was just one social network that combined them all?<br />
    22. 22. Leverage the WRI Values<br /><ul><li>Independence
    23. 23. Innovation
    24. 24. Integrity
    25. 25. Respect
    26. 26. Urgency</li></ul>Social Media Values<br />
    27. 27. Social Media Rule #1.DO IT!<br />RESOURCES:<br />Social Media Lab<br />WRI Guidelines<br />Webinars<br />eNewsletters<br />Blogs<br />Experience<br />Me!<br />Photo credit: flickr/shrff<br />
    28. 28. Social Engagement Rule #2.Evolve a Strategy!<br />ProperPlanning<br />Prevents<br />Poor<br />Performance<br />Photo credit: flickr/Editor B<br />
    29. 29. Social Engagement Rule #2:Evolve a Strategy<br />IMPACT & OUTCOMES. What is your goal?<br />Policy or behavior change? <br />“raising awareness?”<br />SOCIAL CIRCLE. Who are your audiences?<br />Primary, Secondary, Opposition<br />You don’t need to connect with everybody<br />CONVERSATION & VOICE. What is your message?<br />What will motivate your audience to take action?<br />Facts are not enough<br />
    30. 30. Strategy<br />
    31. 31. Social Engagement Rule #3.Go Where Your Audience Is<br />If you build it, they won’t necessarily come.<br />Photo credit: flickr/stignygaard<br />
    32. 32. Some statistics<br />Facebook tops Google for weekly traffic in the U.S.<br />80% of companies use social media for recruitment; 95% of these use LinkedIn.<br />Women (57%) dominate men (44%) in terms of overall social media use. However, nearly twice as many men (63%) as women (37%) use LinkedIn.<br />Some 52% of Facebook users and 33% of Twitter users engage with the platform daily, while only 7% of MySpace users and 6% of LinkedIn users do the same.<br />
    33. 33. Social Engagement Rule #3.Go Where Your Audience Is<br />Email Connections<br />Twitter = News feed<br />LinkedIn = Professional connection<br />Facebook = More informal and personal and 750 million +<br />Photo credit: flickr/stignygaard<br />
    34. 34. Social Engagement Rule #4.Listen First!<br />“Seek first to understand, then to be understood.”Stephen Covey (Habit 5)<br />Photo credit: flickr/xslim<br />
    35. 35. Social Engagement Rule #4.Listen First!<br />10. Complaint<br />9. Compliment<br />8. Problem<br />7. Question of inquiry<br />6. Campaign impact<br />5. Crisis<br />4. Competitor<br />3. Crowd<br />2. Influencer<br />1. Point of need<br />Photo credit: flickr/xslim<br />
    36. 36. Social Engagement Rule #4.Listen First!<br /><ul><li>Google Reader
    37. 37. RSS Feeds
    38. 38. Google Alerts
    39. 39. Twitter
    40. 40. Search
    41. 41. Hashtags
    42. 42. Facebook
    43. 43. LinkedIn
    44. 44. Email and Newsletters
    45. 45. Google +</li></ul>Photo credit: flickr/xslim<br />
    46. 46. Social Engagement Rule #5.Build YourSocial Circle<br />“ 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)<br />Photo credit: flickr/waltstoneburner<br />
    47. 47.
    48. 48. Tapping Social Media’s PotentialTo Muster a Vast Green Army“A rapidly expanding universe of citizens’ groups, researchers, and environmental organizations are making use of social media and smart phone applications to document changes in the natural world and to mobilize support for taking action.”- Caroline Fraser, @YaleE360<br />
    49. 49. Social Engagement Rule #5.Build YourSocial Circle<br /><ul><li>Friends,FoFs
    50. 50. Partners, PoPs
    51. 51. Colleagues, CoCs
    52. 52. Newsletter recipients
    53. 53. Target constituents
    54. 54. People with similar goals
    55. 55. Those on the other side</li></ul>Photo credit: flickr/waltstoneburner<br />
    56. 56. Social Engagement Rule #6.Establish Your Voice<br />It is not about you.<br />It is about the valueyou bring to others.<br />Photo credit: flickr/Hazzat<br />
    57. 57. I’m interested in …<br />I’m an expert on …<br />I’m good at …<br />Personal branding<br />I hang around with …<br />I have info about …<br />I talk a lot about …<br />I like to …<br />
    58. 58. Social Engagement Rule #6.Establish Your Voice<br /><ul><li>Message
    59. 59. Community
    60. 60. Shares
    61. 61. Conversation</li></ul>Photo credit: flickr/Hazzat<br />
    62. 62. Social Engagement Rule #7.Be a TRUST agent<br />Photo credit: flickr/schmollmolch<br />
    63. 63. Social Engagement Rule #7.Be a TRUST agent<br />Make your own game<br />One of us<br />Archimedes Effect (Leverage)<br />Agent Zero<br />Human Artist<br />Build an Army<br />
    64. 64. Social Engagement Rule #8.Know Your Audience<br />Photo credit: flickr/david_shankbone<br />
    65. 65. Audience Analysis – Social Circle<br />A<br />B<br />C<br />D<br />E<br />F<br />G<br />1<br />2<br />3<br />4<br />
    66. 66. Social Engagement Rule #9.Take Time to Engage<br />“It’s not enough to be busy, so are the ants. The question is, what are we busy about?”Henry David Thoreau<br />Photo credit: flickr/ what_i_see<br />
    67. 67. Social Media Time Management<br />Total Time Commitment<br />Source: Amber Naslund. 2010. <br />
    68. 68. Social Engagement Rule #10.Measure and Track<br />Relationship + trust<br />Photo credit: flickr/stevenharris<br />
    69. 69. Social Engagement Rule #10.Measure and Track<br />5 C’s of Engagement<br />Creation<br />Critiquing<br />Chatting<br />Collecting<br />Clicking<br />Photo credit: flickr/stevenharris<br />
    70. 70. Some Engagement Metrics<br />Twitter – retweet, mention, clickthrough<br />Facebook– share, like, comment, message<br />LinkedIn – post, comment, discuss, recommend<br />YouTube, Slideshare, Flickr, Vimeo – view, embed, comment, favorite<br />Email, RSS feeds – open, view, clickthrough<br />Delicious, Digg, StumbleUpon– save, like<br />Friends, followers, fans, subscribes, connects<br />Google – shares, connects, Analytics, Adwords<br />
    71. 71. Link Tagging<br />“Clean” URL <br />?utm_campaign=socialmedia/twitterfeed/bbnc<br />&utm_source=twitter.com<br />&utm_medium=worldresources<br />&utm_content=hyperlink/image (Optional)<br />&utm_keyword=keyphrase (Optional)<br />For Twitter, shorten URL with bit.ly<br />
    72. 72.
    73. 73. Next Wave: Internal Social Media<br /> The next wave of employees will expect it.<br /> The workforce is increasingly global.<br /> It can make management easier.<br /> A strong corporate culture may depend on it.<br />
    74. 74. What Do You Need?<br />What resourceswould help you most?<br />