Social Media and Email: Basics of Building and Reaching Your Networks

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Interactive family-feud game-style training presentation given as part of a WRI communications retreat (April 3, 2014).

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  • Related Handout available online at http://bit.ly/1mCGZO5
  • Revised from Hubmedia’s Social Media Touch Points list http://www.hubumedia.com/social-media-services/150-social-mediaNiche Communities – “Niche social networks, that were built for specific, narrowed-down purposes allow for focus, community, and meaning to be restored to the online world. Sites and apps like Quora, Quibb, Path, Potluck, and even Medium present themselves as forums for like-minded individuals to connect with each other, to form new communities, and to bring meaning and argument (the non-troll kind) back to digital spaces. With a powerful zap of what feels like magic, new niche sites are bringing intelligence back to the social network. They’re a breath of fresh air in an online world that’s cluttered with social smog.” - The Rise Of The Niche Social Network - http://www.fastcolabs.com/3014562/the-rise-of-the-niche-social-network
  • Social media and email is all about relationships.And relationships can change the world.
  • Edelman Trust Barometer 2008
  • There are many metrics, but these are the metrics we routinely review to measure growth and success.
  • Social Media and Email: Basics of Building and Reaching Your Networks

    1. 1. BUILDING AND REACHING YOUR NETWORKS April 2014 Laura Lee Dooley, Victoria Pursell, Devan Tucker
    2. 2. Social Media and Email Owned Website / Blog Social Media Profiles Apps / Digital Assets Email Lists Paid Social Media Ads Banner Ads Google Adwords Sponsorships Earned Word of Mouth 3rd Party Social Profiles Bloggers / Media Forums / Boards Niche Communities Listservs Events / Conferences Revised from Hubmedia “Social Media Touch Points”
    3. 3. Social media and email is all about relationships, trust, and interaction.
    4. 4. People like doing business with people they know … … and love doing business with people they trust. Edelman Trust Barometer 2008
    5. 5. TRUST is personal . . . requires risk-taking . . . about relationships, not transactions . . . based on being willing to put the other’s needs first.
    6. 6. 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
    7. 7. 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
    8. 8. Pre-contemplation Contemplation Action (Maintenance) Positioning – where audience is now vs. where you want them to be
    9. 9. 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%
    10. 10. Why Email is Important • Powerful asset when leveraged correctly – Helps get your contact to the people that are interested • Proactive • Helps extend your reach to your audience
    11. 11. “Communication is not an event, it is a process”
    12. 12. WRI OUTBURST Theme: Building and Reaching Your Networks
    13. 13. Event Participants Subscribers Partners / Experts Listservs Social Media Autoresponders Print materials ⑥ ⑤ ④ ③ ② ① ⑦ 1. Ways to Build Your Email List
    14. 14. Positive Tweets/Updates Good Profile Tweet/Post Regularly Reciprocity Mentions Network Overlap Comment/RT/Share Others RT/Share Good Follower Base Share Social Media Handles Like or Favorite Content ⑥ ⑤ ④ ③ ② ① ⑦ ⑧ ⑨ ⑩ ⑪ 2. Ways to Build Your Social Circle
    15. 15. First Name Email Last Name Organization Position / Job Title Country Topics of Interest Projects of Interest City / State or Province ⑥ ⑤ ④ ③ ② ① ⑦ ⑧ ⑨ 3. Information to Gather About Audience
    16. 16. Link to Website Profile Pic or Logo Email Address Background Banner Name Screen Name Description Connections Listening Post ⑦ ⑥ ⑤ ④ ③ ② ① ⑧ ⑨ 4. Things You Need for a Good Profile
    17. 17. Major Announcement⑧Event Registration Event Invitation Event Participation Publication Download New Subscription New Resources Acknowledgement ⑥ ⑤ ④ ③ ② ① ⑦ 5. Key Email Touchpoints
    18. 18. Well-edited message WRI Branded Template A clear call to action Link to Privacy Policy Link to Unsubscribe Accurate Subject Line Correct “From” Email Correct “From” Name Correct “Reply-to” Email Correct “Failure” email Google Tracking Code ⑥ ⑤ ④ ③ ② ① ⑦ ⑧ ⑨ ⑩ ⑪ 6. Key WRI Email Blast or Newsletter Elements
    19. 19. Views/Visits Traffic Sources ⑩ ⑪ Clickthroughs① Open Rate Delivery Rate Unsubscribes Growth Likes / Favorites Tweets / RTs / Mentions Comments / Messages Shares / Embeds ⑥ ⑤ ④ ③ ② ⑦ ⑧ ⑨ 7. Top Email and Social Media Metrics
    20. 20. Key Takeaways • Treat your audience members as strategic assets. • Engage early to have the most effective communications. • Maintaining what you have is more important than adding something new. • Plan ahead and contact us early.

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