ASMI: Engagement and Brand

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Understanding the effect of engagement on brand sentiment through social media - a look at resources and tools to understand your brand online. January 29, 2010 presentation at American Strategic Management Institute (ASMI) Online Engagement Marketing training seminar.

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  • ASMI: Engagement and Brand

    1. 1. Online Engagement Marketing<br />Engagement & Brand Sentiment<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />1<br />
    2. 2. www.wri.org<br />ASMIweb.com – 1/29/2010<br />2<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />
    3. 3. delicious tags for World Resources Institute<br />ASMIweb.com – 1/29/2010<br />3<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />
    4. 4. Partner/Donor<br />Ambassador/Evangelist<br />Relationship<br />Consumer Marketer (WOMM)<br />Repeat Visitor<br />Casual Information Seeker<br />WRI Strategy of Engagement<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />4<br />
    5. 5. Branding<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />5<br />
    6. 6. ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />6<br />
    7. 7. ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />7<br />http://twitter.com/aplusk<br />http://www.facebook.com/Ashton<br />http://www.bing.com/videos/watch/video/kutcher-catapults-violinist-to-twitter-fame/6wi3bcs<br />
    8. 8. Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />ASMIweb.com – 1/29/2010<br />8<br />http://beth.typepad.com/beths_blog/2008/08/how-long-does-i.html<br />
    9. 9. ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />9<br />http://www.shirky.com/http://www.ted.com/speakers/clay_shirky.htmlhttp://www.vimeo.com/4428120<br />
    10. 10. Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />Clay Shirky<br />“We are experiencing a changing institutional environment – we need a new set of principles – need to change.”<br />“… [people] can talk [about you and your issues] to each other without you and your input … ”<br />&quot;It&apos;s not just about delivering content to members, it&apos;s about the convening power to help members discover each other.&quot;<br />&quot;The intention of users has more impact than the intention of the designers.&quot;<br />“… tools are not socially interesting until they become technologically boring”<br />&quot;We spend more time figuring out whether something is a good idea than we would have just trying it.&quot;<br />“The loss of control you fear is already in the past. Go after the value this environment makes possible.”<br />“Fail informatively - Fail like crazy”<br />
    11. 11. Web of Tomorrow: 4 Big Trends<br />Accessible anywhere<br />Beyond the computer<br />Media-centric<br />Largest component = social media<br />http://mashable.com/2010/01/24/internet-of-tomorrow-column<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />11<br />
    12. 12. ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />12<br />http://www.youtube.com/watch?v=ntyXvLnxyXk<br />
    13. 13. 3 simple strategies for your data online<br />Get it out of your reportsAccess to data at the finding level<br />Connect it to the userProvide context<br />Share itFeeds, APIs, spreadsheets<br />ASMIweb.com – 1/29/2010<br />13<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />
    14. 14. People like doing business with people they know …<br />… and love doing business with people they trust.<br />Edelman Trust Barometer 2008<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />14<br />
    15. 15. TRUST is <br />personal . . . requires risk-taking . . . about relationships, not transactions . . . based on being willing to put the other’s needs first.<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />15<br />
    16. 16. ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />16<br />
    17. 17. Your brand is the sum of many parts<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />17<br />
    18. 18. WRI Values<br />Independence<br />Innovation<br />Integrity<br />Respect<br />Urgency<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />18<br />Social Media Values<br />
    19. 19. Engagement<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />19<br />
    20. 20. 1. Garbage offline = garbage online<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />20<br />http://www.colbertnation.com/the-colbert-report-videos/220019/june-29-2009/jeff-goldblum-will-be-missed<br />
    21. 21. 2. Not about broadcasting message<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />21<br />http://www.youtube.com/watch?v=D3qltEtl7H8<br />
    22. 22. 3. Convey a humbling vision<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />22<br />
    23. 23. 12:1<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />23<br />http://www.chrisbrogan.com/http://twitter.com/chrisbrogan<br />
    24. 24. 4. Overcome your fear of feeling<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />24<br />http://www.agoodmanonline.com<br />
    25. 25. ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />25<br />
    26. 26. ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />26<br />
    27. 27. Better Online Storytelling<br />Is this a story I want to tell? <br />Does the story have a heartbeat?<br />Is the story transformative? <br />Does it sound like my organization? <br />Does it have an expiration date? <br />Will it make the reader want to do something?<br />Roger Burks, MercyCorps<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />27<br />
    28. 28. Elements of a Good Story<br />Compelling title<br />Intriguing lead or hook<br />Photos specific to the content<br />Character-driven<br />Call to action<br />Roger Burks, MercyCorps<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />28<br />
    29. 29. 5. Lighten up, please<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />29<br />
    30. 30. ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />30<br />
    31. 31. 6. Keep it simple, silly.<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />31<br />
    32. 32. ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />32<br />
    33. 33. 7. Invest in familiar tools<br />Twitter<br />Facebook<br />LinkedIn<br />YouTube/Vimeo<br />SlideShare<br />Flickr<br />Email<br />Google Suite<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />33<br />
    34. 34. Remember the information superhighway?<br />Welcome to twitter …<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />ASMIweb.com – 1/29/2010<br />34<br />
    35. 35. ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />35<br />
    36. 36. ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />36<br />
    37. 37. “In 5 years time your company will be completely dependent on a technology that hasn’t been invented yet.”<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />37<br />
    38. 38. Measuring Sentiment<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />38<br />
    39. 39. PRESENCE<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />39<br />
    40. 40. 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 />ASMIweb.com – 1/29/2010<br />40<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />
    41. 41. Inform<br />Share<br />Publish<br />Discuss<br />Build<br />Add your comment<br />WRI SocialMediaLandscape<br />Profile<br />Friend<br />Group<br />Social<br />Network<br />Listen<br />Measure<br />Microblog<br />Lifestream<br />2008: build | 2009: engage | 2010: influence<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />41<br />
    42. 42. ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />42<br />Strategy<br />
    43. 43. 43<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />
    44. 44. Start by listening: What to listen for<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 />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />44<br />
    45. 45. ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />45<br />reader.google.com<br />
    46. 46. Some SM 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 />Google – used and shared tools<br />Friends, followers, fans, subscribes, connects<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />46<br />
    47. 47. Some measurement tools<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />47<br />
    48. 48. twitter.com/worldresources<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />48<br />
    49. 49. twittercounter.com<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />49<br />
    50. 50. twitter.mailana.com (@petewarden)<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />50<br />
    51. 51. AUTHORITY: Followers, frequency, @replies<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />51<br />
    52. 52. www.twitalyzer.com (User)<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />52<br />
    53. 53. www.twitalyzer.com (Brand)<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />53<br />
    54. 54. www.twitalyzer.com (Search)<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />54<br />
    55. 55. search.twitter.com<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />55<br />
    56. 56. retweetist.com<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />56<br />
    57. 57. … but it’s not just about retweets<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />57<br />
    58. 58. backtweets.com<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />58<br />
    59. 59. tweetake.com<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />59<br />
    60. 60. Tweetup/Meetup<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />60<br />
    61. 61. WRI Facebook Group<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />61<br />
    62. 62. WRI Facebook Page<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />62<br />
    63. 63. WRI Facebook Page: Insights Analytics<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />63<br />
    64. 64. WRI Facebook Cause<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />64<br />
    65. 65. ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />65<br />www.socialmention.com<br />
    66. 66. www.radian6.com ($) <br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />66<br />
    67. 67. SOCIAL CRM<br /><ul><li>Profile Name
    68. 68. Real name
    69. 69. Location
    70. 70. URL
    71. 71. Biosketch
    72. 72. Tweet Type
    73. 73. Influence – Followers|friends
    74. 74. Date/Time Followed
    75. 75. Blog feed (listen)
    76. 76. Blog contact info
    77. 77. Other social networks</li></ul>ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />67<br />
    78. 78. The UNMeasurable?<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />68<br />
    79. 79. ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />69<br />
    80. 80. ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />70<br />
    81. 81. ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />71<br />
    82. 82. ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />72<br />
    83. 83. ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />73<br />
    84. 84. Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />ASMIweb.com – 1/29/2010<br />74<br />
    85. 85. Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />ASMIweb.com – 1/29/2010<br />75<br />
    86. 86. Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />ASMIweb.com – 1/29/2010<br />76<br />
    87. 87. Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />ASMIweb.com – 1/29/2010<br />77<br />
    88. 88. Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />ASMIweb.com – 1/29/2010<br />78<br />
    89. 89. Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />ASMIweb.com – 1/29/2010<br />79<br />
    90. 90. Metrics lessons learned<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />80<br />
    91. 91. . . . online engagement obstacle . . .<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />81<br />
    92. 92. … build knowledgebase of data . . .<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />82<br />
    93. 93. . . . go beyond up and to the right . . .<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />83<br />
    94. 94. . . . measure interactive conversation . . .<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />84<br />
    95. 95. . . . success stories, relationships . . .<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />85<br />
    96. 96. . . . measure against . . .1) self 2) similar 3) community<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />86<br />
    97. 97. . . . measure your contribution . . .<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />87<br />
    98. 98. . . . listen + share + measure = TIME . . . <br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />88<br />
    99. 99. Final notes<br />What you measure is what you manage<br />Measure what matters most<br />Knowledge is power; the consumer is in charge<br />Transform data to information to intelligence<br />Satisfaction drives conversation, loyalty, retention, word of mouth<br />To survive & thrive – satisfy customers & be fiscally responsible<br />Measurement is hard – don’t fall for gimmicks<br />Integrate metrics to magnify value<br />You are competing for attention<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />89<br />
    100. 100. delicious.com/lldoolj2 (TAG: asmi-engagement)<br />ASMIweb.com – 1/29/2010<br />Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />90<br />
    101. 101. Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute <br />Laura Lee S. DooleyOnline Engagement StrategistWorld Resources Institute (www.wri.org)twitter.com/worldresourcestwitter.com/lauraleedooleylauralee@wri.org<br />ASMIweb.com – 1/29/2010<br />91<br />

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