The document provides an overview of Laura Lee Dooley's social media strategy. It outlines 10 rules for an effective social media strategy: 1) Engage on social media platforms, 2) Listen to your audience first, 3) Develop a long-term roadmap, 4) Engage where your audience is active, 5) Keep your social media profiles up-to-date, 6) Build your social circle, 7) Establish a consistent voice, 8) Understand your community, 9) Regularly engage with your community, and 10) Track key metrics to measure performance. The document emphasizes that social media is about building relationships, trust, and interactions to drive engagement.

1. Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Media Overview
Laura Lee Dooley
about.me/lauraleedooley
lldoolj2@gmail.com

2. Laura Lee Dooley, April 2014about.me/lauraleedooley
Social media
is all about
relationships,
trust, and
interaction.

3. Laura Lee Dooley, April 2014about.me/lauraleedooley
People like doing business with
people they know …
… and love doing business with
people they trust.
Edelman Trust Barometer 2008

4. Laura Lee Dooley, April 2014about.me/lauraleedooley
TRUST is
personal . . . requires risk-taking . . . about relationships, not
transactions . . . based on being willing to put the other’s needs first.

5. Laura Lee Dooley, April 2014about.me/lauraleedooley
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

6. Laura Lee Dooley, April 2014about.me/lauraleedooley
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

7. Laura Lee Dooley, April 2014about.me/lauraleedooley
Peter Cho
ambient awareness … and presence

8. Laura Lee Dooley, April 2014about.me/lauraleedooley
Current Listening Posts
http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpg
… organizing online conversations …

9. Laura Lee Dooley, April 2014about.me/lauraleedooley
Based on “Creating Brand
Insistence” by The Blake Project, 2007
5 attributes
that drive
users to
insist on
specific
brands
Emotional
Connection
Building and sustaining trust

10. Laura Lee Dooley, April 2014about.me/lauraleedooley
10. Works to protect and improve the environment
11. Addresses society’s needs in its everyday business
12. Creates programs that positively impact the local community
13. Partners with NGOs, government and 3rd parties to address societal needs
Edelman 2014: 16 Key Attributes to Building Trust
ENGAGEMENT
1. Listens to customer needs and feedback
2. Treats employees well
3. Places customers ahead of profits
4. Communicates frequently and honestly on the state of its business
INTEGRITY
5. Has ethical business practices
6. Takes responsible actions to address an issue or crisis
7. Has transparent and open business practices
PRODUCTS & SERVICES
8. Offers high quality products or services
9. Is an innovator of new products, services or ideas
PURPOSE
OPERATIONS
14. Has highly regarded and widely admired top leadership
15. Ranks on a global list of top companies
16. Delivers consistent financial returns to investors

11. Laura Lee Dooley, April 2014about.me/lauraleedooley
Relationships
Information Seeker
Repeat Visitor
Marketer
Ambassador,
Evangelist
Partners,
Donors
Action
Trust

12. Laura Lee Dooley, April 2014about.me/lauraleedooley
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%

13. Laura Lee Dooley, April 2014about.me/lauraleedooley
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
• Expand the reach of your content (Content is KING!)

14. Laura Lee Dooley, April 2014about.me/lauraleedooley
10 Social Strategy Rules

15. Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #1.
DO IT!
Photo credit: flickr/qwrrty
Be present or be invisible.
ignored.
unheard.
passed by.
distrusted.

16. Laura Lee Dooley, April 2014about.me/lauraleedooley
Source: Pew Internet
9%
49%
67%
76%
86% 87% 86%
92%
83%
89%
90%
7%
8%
25%
48%
61%
68%
72% 73% 77% 78%
73%
6%
4%
11%
24%
47%
49%
50%
57%
52%
60%
65%
7%
13%
26%
29%
34%
38%
32%
43%
46%
8%
16%
29%
46%
61%
64% 66%
69% 67%
72%
78%
Feb-05
Aug-06
May-08
Apr-09
May-10
Aug-11
Feb-12
Aug-12
Dec-12
May-13
Sep-13
18-29 30-49 50-64 65+ All Internet users
Social Networking Site Use by Age Group, 2005-2013
% of Internet users in each age group who use social networking sites

17. Laura Lee Dooley, April 2014about.me/lauraleedooley
Pre-contemplation Contemplation Action (Maintenance)
Positioning – where audience is now vs. where you want them to be

18. Laura Lee Dooley, April 2014about.me/lauraleedooley
Photo credit: flickr/xslim
“Seek first to understand,
then to be understood.”
Stephen Covey (Habit 5)
Social Strategy Rule #2.
Listen First

19. Laura Lee Dooley, April 2014about.me/lauraleedooley

20. Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #2.
Listen First!
Photo credit: flickr/xslim
10. Complaint
9. Compliment
8. Problem
7. Question of inquiry
6. Campaign impact
5. Crisis
4. Competitor
3. Crowd
2. Influencer
1. Point of need

21. Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #3.
Develop a Roadmap
Photo credit: flickr/Editor B
Begin with the end in mind.
Mental creation precedes
physical creation.
Stephen Covey (Habit 2)

22. Laura Lee Dooley, April 2014about.me/lauraleedooley
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?

23. Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #3:
Develop a Roadmap – Long-term
• SOCIAL MEDIA POLICY
– Employees using social media (and the internet) are
representatives of your organization.
– To safeguard employee and employer interest there should
be a policy covering expectations.
– Resources:
• http://socialmedia.policytool.net/
• http://www.slideshare.net/wharman/social-media-handbook-for-
red-cross-field-units

24. Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #4.
Go Where Your
Audience Is
Photo credit: flickr/stignygaard
If you build it, they won’t
necessarily come.

25. Laura Lee Dooley, April 2014about.me/lauraleedooley
1,310
646
292
540
70
150
Facebook Twitter LinkedIn Google+ Pinterest Instagram
Top Social Networks
by millions of active users

26. Laura Lee Dooley, April 2014about.me/lauraleedooley
Photo credit: flickr/xslim
• CURRENT information
• Google yourself
• Review privacy & change
passwords periodically
Social Strategy Rule #5.
Keep Your Profile
Updated
Photo credit: flickr/juanjocarvajal

27. Laura Lee Dooley, April 2014about.me/lauraleedooley
Photo credit: flickr/waltstoneburner
“ 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)
Social Strategy Rule #6.
Build Your Social Circle

28. Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #6.
Build Your Social Circle
Profile pic, title,
organization, URL,
location, bio. Do you
know them?
Do they follow you?
Have they
@mentioned you or
shared your content?
Who do they follow?
Are they active in
conversation?
Who follows them
and shared their
content? What do
they post about?
Objective
Inferred
General Issue-Specific

29. Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #7.
Establish Your Voice
Photo credit: flickr/Hazzat
It is not about you.
It is about the value
you bring to others.

30. Laura Lee Dooley, April 2014about.me/lauraleedooley
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 …

31. Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #8.
Know Your Community
Photo credit: flickr/David_Shankbone
Who are your …
• Fans
• Followers
• Readers
• Repeaters
• Subscribers
• Advocates
• Free agents

32. Laura Lee Dooley, April 2014about.me/lauraleedooley
Audience Analysis – Social Circle
A B C D E F G
1
2
3
4

33. Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #9.
Take Time to Engage
Photo credit: flickr/ what_i_see
“It’s not enough to be busy, so
are the ants. The question is,
what are we busy about?”
Henry David Thoreau

34. Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Media Time Management
TotalTimeCommitment
Source: Amber Naslund. 2010.

35. Laura Lee Dooley, April 2014about.me/lauraleedooley
Social Strategy Rule #10.
Measure and Track
Photo credit: flickr/stevenharris
“Measurement is your map,
and metrics are your
signposts.”
Beth Kanter,
Katie Delahaye Paine

36. Laura Lee Dooley, April 2014about.me/lauraleedooley
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

37. Laura Lee Dooley, April 2014about.me/lauraleedooley
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

38. Laura Lee Dooley, April 2014about.me/lauraleedooley
Questions?
Laura Lee Dooley
about.me/lauraleedooley
lldoolj2@gmail.com