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Social Media: How To & Best Practices - Pt1

  1. Social Media: How To's and Best Practices for Listening and Creating Buzz Laura Lee S. Dooley Online Engagement Strategist World Resources Institute ( ) [email_address]
  2. WRI Social Media Survey
  3. I know nilch about [social media tools]. I don't think they are a waste of time but don't know what they are all about .
  4. I need to learn more about this topic. For me, it's been challenging to build a part of my routine around managing social media tools for my personal interests and those of my project, although I fully recognize the importance of the subject.
  5. I have a broader question that I hope the presentation can answer. For those of us whose work would not appear to fit with many of these social media outlets, and who are possessive of our time (ie get frustrated constantly having to check updates), how do we go strategically identifying which media to both consult and update with ?
  6. How can we cultivate relationships with blogs and get them to follow our work, without having to use twitter ?
  7. RE: “Rate your familiarity/comfort with using social media tools” [I] would like to say that the above question doesn't give the option i would have chosen. if 1 = "never use them," that's what i would have selected - i don't think social media tools are a waste of time, i just don't use them or know how to use them .
  8. Why Social Media? Brief recap of strategy, statistics and raison d’etre
  9. Goal of online communications Information Seeker Ambassador/Evangelist Partner/Donor Word of Mouth Repeat Visitor Relationship
  10. Edelman Trust Barometer 2008 People like doing business with people they know … … and love doing business with people they trust .
  11. TRUST is personal . . . requires risk-taking . . . about relationships, not transactions . . . based on being willing to put the other’s needs first.
  12. Building and sustaining trust Based on “Creating Brand Insistence” by The Blake Project 5 attributes that drive users to insist on specific brands Awareness Accessibility Value Emotional Connection Relevant Differentiation
  13. 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 Flickr: kamshots|Kamyar Adl Brand
  14. 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 …
  15. Unknown Recognized Liked Respected For organizations, being a better messenger means moving from the least known to the most respected Trust
  16. Source: Wayne Smallman The social loop
  17. Edelman Trust Barometer 2009 Regardless of channel, voice, or country … … a majority of people need to hear the same message 3-5 times to believe it.
  18. Strategy
  19. Forthcoming: WRI Guidelines
  20. Flickr: aussiegall/Louise Docker Create Buzz Listen
  21. Demonstration Google Alerts
  23. Google Reader has been a huge help to me in keeping up with news on issues I work on (REDD, forests, climate, UNFCCC, etc). I scan it on a daily basis and now find a rarely hear people talking about a new pub/meeting/decision I don't already know about -- nice!
  24. Demonstration (online reader)
  31. Traffic Numbers Traffic Quality Engaged Community Established Group ---- Established Profile
  33. DiggBar
  34. * 52% male *Age Range: 35-49 * 7.7 million members * 822K US visitors/month
  35. StumbleUpon helps you discover web sites based on your interests, learns what you like and brings you more.
  36. toolbar – thumbs up/down - category
  37. Submitting to StumbleUpon Thumbs up (last step) Relevant Tags Good Description Adult content (No!)
  38. *54% male *Age Range: 35-49 *7.7 million members * 288K US visitors/month DELICIOUS Demographics
  39. Leverage your browser toolbar Google Chrome Mozilla Firefox Apple Safari Microsoft Internet Explorer
  40. bookmarks toolbar
  41. bookmarks toolbar
  44. Keyword/Phrase
  45. Look up URL
  46. Harvard Report
  47. tags for WRI on delicious
  48. I'd like to know how to consolidate a lot of information into one place so that I don't have to check all my accounts to find updates. I'm an advanced user and would like to know about less-known tricks and how-tos, and ways to save time and only get the most relevant content.
  50. Part 2: August 5 Twitter, Facebook, LinkedIn

Editor's Notes

  1. Businesses Can't Hide From 2.0: A Look At 2.0's Impact Across Industries September 6, 2008 If you're a business who has been ignoring the Web 2.0 trend and the spread of social media: look out, the tide is shifting and you're about to be left behind. The rise of social media didn't happen overnight, the power of the internet to unite people, the ubiquity of broadband, the rise of Gen Y, the development of new technologies for socializing on the web - all of these things and more have led to the rise of social media. And this new force is affecting change in the way that companies do business - now and for many years to come.
  3. Photo Source: Joy Ito Trust is personal. Trust requires risk-taking. Trust is about relationships, not transactions. Trust is based on being willing to put the other’s needs first. See Trusted Advisor Associates series: http://
  4. Revised from “Creating Brand Insistence” chart by The Blake Project Emotional connection – Does your brand connect with people on an emotional level? Value – Does your brand deliver a good value for the price? Accessibility – Do customers and potential customers perceive your brand to be convenient? Awareness - The Cornerstone of Strong Brands – Are your target customers and key stakeholders aware of your brand? Is it the first one that comes to their minds? Relevant Differentiation – (*Proof points * Reasons to believe) – The Leading Edge Indicator of Future Market Share and Profitability – Is your brand unique or different in user-relevant, user-compelling ways
  5. Photo source: Flickr - “Snowball” (South Park-Oxford) by kamshots (Kamyar Adl) Quote from 2009 February 9. Seth Simonds. Using Conversations To Win Advocates . http:// =311 (Checked February 12, 2009)
  6. BRAND YOU by Tom Peters - Reinventing Work - The Brand You 50 - transforming yourself from an employee into a brand that shouts distinction, commitment, and passion! Free Agent Nation: repeat in the mirror: My work matters I am me Inc. See me hear me roar I matter My work matters What are you: Planning Officiando, Dream Producer Saleable Distinction - how am I different Stunning skill package, Original voice, Deep conviction. Stand for something important! Just say no to loyalty: Are you committed to excellence, making a difference, do you understand the sacrifices that are demanded? I serve clients, it's what I do as Brand You Your clients define you. Use these questions to select them: 1) What can I learn from them? 2) Are they trustworthy? 3) Will they "joint venture" with me on interesting projects? 4) Are they innovators, take risks? 5) Will they stretch and challenge me? never settle for less than WOW. Brand yous are: - Skills dependent - Distinction dependent - Network/Rolodex dependent - Project (WOW Project) dependent - Growth dependent - LEADERS ALWAYS BE MARKETING: Sell, Sell, Sell (Close the sale, ask for the business) Create a clear crisp compelling selling proposition. What is your formal word of mouth marketing plan. USE THE WEB - Aura - known for - Image - People talking / buzzing about you WHAT IS YOUR PRODUCT? product marketing. Work that needs doing, unmet needs, vendors mindset, career planning = strategic business planning. What is different about my product? - Always be on the lookout for good talent. - Build your network. Weekly rolodex lunches.
  7. Source: David Williamson & Douglas Meyer, Bernuth & Williamson. Presentation at WRI, January 23, 2008.
  8. Source: Social Media Marketing: An introduction to social media from a business perspective http:// /download/
  9. Informed publics ages 25-64 in 20 countries. QUESTION: “Think about everything you see and hear every day about companies, whether it is positive or negative. How many times in general do you need to hear something about a specific company to believe that the information is likely to be true? Please give me a number.”
  10. Source: Edelman. 2009. The Social Pulpit: Barack Obama’s Social Media Toolkit.
  11. Important lessons from this – which I’ll cover in more detail at an upcoming social media brown bag – include: Always be listening for only by listening can you understand others and that is an important part of the conversation. Social media is NOT a marketing outlet, it IS a conversation. Be prepared for that kind of exchange. Social media is not necessarily a Field of Dreams – if you build it people won’t necessarily come. You have to invest your time and effort in building a presence which draws the right people to you (and, ultimately, it is ALWAYS about people). What you do in the online world will impact your offline world. They aren’t separate, they are conjoined. Social media is a perfect medium to live out the WRI values … not just through the WRI profiles online, but through your own personal social media spaces because whether you like it or not, what you do online reflects back on WRI. You can’t manage what you can’t measure so make sure to measure, measure, measure.
  12. Photo source: Louise Docker (“aussiegall”) under a Creative Commons license.
  13. Hashtags
  14. FriendFeed enables you to keep up-to-date on the web pages, photos, videos and music that your friends and family are sharing. It offers a unique way to discover and discuss information among friends.