A 2013 update of the "Social Media in 10 Minutes - 2011" with more current information and lessons learned.

1. Social Media in 10 Minutes
Laura Lee Dooley
Online Engagement Architect & Strategist
World Resources Institute
about.me/lauraleedooley
about.me/lauraleedooley Laura Lee Dooley, January 2013

2. Social media
Social engagement
is all about relationships.
about.me/lauraleedooley Laura Lee Dooley, January 2013

3. People like doing business with
people they know …
… and love doing business with
people they trust.
Edelman Trust Barometer 2008
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4. TRUST is
personal . . . requires risk-taking . . . about relationships, not
transactions . . . based on being willing to put the other’s needs first.
about.me/lauraleedooley Laura Lee Dooley, January 2013

5. ambient awareness … and presence
Peter Cho
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6. Current Listening Posts
… organizing online conversations …
http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpg
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7. Building and sustaining trust
Emotional
Connection
5 attributes
that drive
users to
insist on
specific
brands
Based on “Creating Brand
Insistence” by The Blake Project
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8. Partners,
Donors
Action
Ambassador,
Evangelist
Trust
Marketer
Relationships
Repeat Visitor
Information Seeker
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9. Voices Most Trusted
Academic or expert 68%
70%
Technical expert in the company 66%
64%
Person like yourself 65%
43%
Regular employee 50%
34%
NGO representative 50% 2012
47%
2011
Financial or industry analyst 46%
53%
CEO 38%
50%
Government official or regulator 20%
43%
Edelman Trust Barometer 2012
about.me/lauraleedooley Laura Lee Dooley, January 2013

10. Positioning – where audience is now vs. where you want them to be
Pre-contemplation Contemplation Action (Maintenance)
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11. 1 time, 5%
Regardless of
10+ times,
channel, voice, or 13% 2 times,
country … 6-9 times,
14%
6%
… a majority of
people need to hear 4-5 times,
the same message 28% 3 times,
3-5 times to believe 35%
it.
Edelman Trust Barometer 2012
about.me/lauraleedooley Laura Lee Dooley, January 2013

12. 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
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13. about.me/lauraleedooley Laura Lee Dooley, January 2013

14. Social Networking Site Use by Age Group, 2005-2012
% of internet users in each age group who use social networking sites
100
92
86 87 86
75
76
72 73
67 68
61
57
50
%
49 48 49 50
47
38
25 34
25 29
24 26
9
8 11
7 13
7
0 6 4 1
Apr-09
Aug-06
May-08
May-10
Aug-11
Aug-12
Feb-05
Feb-12
Source: Pew Internet
18-29 30-49 50-64 65+
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15. 10 Social Strategy Rules to Follow
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
about.me/lauraleedooley Laura Lee Dooley, January 2013

16. Social Strategy Rule #1.
DO IT!
Be present or be invisible.
ignored.
unheard.
passed by.
distrusted.
about.me/lauraleedooley Laura Lee Dooley, January 2013
Photo credit: flickr/qwrrty

17. Social Strategy Rule #2.
Listen First
“Seek first to understand,
then to be understood.”
Stephen Covey (Habit 5)
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Photo credit: flickr/xslim

18. Social Strategy Rule #3.
Develop a Roadmap
Begin with the end in mind.
Mental creation precedes
physical creation.
Stephen Covey (Habit 2)
about.me/lauraleedooley Laura Lee Dooley, January 2013
Photo credit: flickr/Editor B

19. 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?
about.me/lauraleedooley Laura Lee Dooley, January 2013

20. Social Strategy Rule #4.
Go Where Your
Audience Is
If you build it, they won’t
necessarily come.
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Photo credit: flickr/stignygaard

21. 1,000
Top Social Networks
by millions of users
200 187
120
12
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22. Social Strategy Rule #5.
Keep Your Profile
Updated
• CURRENT information
• Google yourself
• Review privacy & change
passwords periodically
about.me/lauraleedooley Laura Lee Dooley, January 2013
Photo credit: flickr/juanjocarvajal
Photo credit: flickr/xslim

23. Social Strategy Rule #6.
Build Your Social Circle
“ 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)
about.me/lauraleedooley Laura Lee Dooley, January 2013
Photo credit: flickr/waltstoneburner

24. Social Strategy Rule #7.
Establish Your Voice
It is not about you.
It is about the value
you bring to others.
about.me/lauraleedooley Laura Lee Dooley, January 2013
Photo credit: flickr/Hazzat

25. I’m an I’m interested
in … I’m good
expert on at …
…
Personal branding
I hang
around I have info
with … about …
I talk a lot
about …
I like to …
about.me/lauraleedooley Laura Lee Dooley, January 2013

26. Social Strategy Rule #8.
Know Your Community
Who are your …
• Fans
• Followers
• Readers
• Repeaters
• Subscribers
• Advocates
• Free agents
about.me/lauraleedooley Laura Lee Dooley, January 2013
Photo credit: flickr/David_Shankbone

27. Audience Analysis – Social Circle
A B C D E F G
1
2
3
4
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28. Social Strategy Rule #9.
Take Time to Engage
“It’s not enough to be busy, so
are the ants. The question is,
what are we busy about?”
Henry David Thoreau
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Photo credit: flickr/ what_i_see

29. Social Strategy Rule #10.
Measure and Track
“Measurement is your map,
and metrics are your
signposts.”
Beth Kanter,
Katie Delahaye Paine
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Photo credit: flickr/stevenharris

30. 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
about.me/lauraleedooley Laura Lee Dooley, January 2013

31. 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
about.me/lauraleedooley Laura Lee Dooley, January 2013

32. Lessons Learned in Social Media
• If you’re not present, you are absent
• Seek first to understand
• Conversation – NOT marketing
• Invest time and effort
• Offline and online reputations are linked
• WRI values in practice
– Respect, innovation, independence, integrity, urgency
• Measure, measure, measure
about.me/lauraleedooley Laura Lee Dooley, January 2013

33. Social Media in 10 Minutes
Laura Lee Dooley
Online Engagement Architect & Strategist
World Resources Institute
about.me/lauraleedooley
lldoolj2@gmail.com
about.me/lauraleedooley Laura Lee Dooley, January 2013