Twitter, Trump and Trends
•Download as PPTX, PDF•
2 likes•541 views
WRI Communications Curriculum presented 14 June 2017. This session highlights current social media strategies and trends, how to better leverage top social media channels, and how to break through the digital noise. Laura Lee will give you an introduction to creating a social media strategy, and to building your online brand as an expert.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Twitter, Trump and Trends
Similar to Twitter, Trump and Trends (20)
More from Laura Lee Dooley
More from Laura Lee Dooley (20)
Recently uploaded
Recently uploaded (20)
Twitter, Trump and Trends
- 1. LAURA LEE DOOLEY TWITTER, TRUMP AND TRENDS WRI Communication Curriculum
- 3. SURVEY: YOUR ACTIVE ACCOUNTS What social media sites are you engaged in?
- 4. SOCIAL MEDIA GUIDELINES: WRI VALUES • Independence Our effectiveness depends on work that is uncompromised by partisan politics, institutional or personal allegiances, or sources of financial support. • Innovation To lead change for a sustainable world, we must be creative, forward-thinking, entrepreneurial, and adaptive. • Integrity Honesty, candor and openness must guide our work to ensure credibility and to build trust. • Respect Our relationships are based on the belief that all people deserve respect. • Urgency We seek the greatest impact by responding swiftly, decisively, and strategically to opportunities and challenges. GUIDELINES - WRISocialMediaGuidelines.doc - http://bit.ly/kvSZSw
- 5. GREEN Always permissible yet subject to existing project and objective review processes YELLOW Used in selected circumstances. Requires caution and approval RED WRI does not undertake these activities. POLICY RESEARCH • Policy analysis and recommendations • Legislative analysis • Information, data & trends provision • Pure research with no policy or practical link • Design/game research to achieve a given result • Suppress research results that are inconsistent with a desired outcome • • COMMUNICATIONS • • Press and media outreach • Program-related blogs • Write articles in non-WRI publications • Other communication channels such as radio, video and social media • Paid advertising • Media commentary on issues that we do not work on (exception for WRI President) • Personal political commentary on blogs with WRI affiliation • • INFLUENCE STRATEGIES • • Testimony before legislative and judicial bodies • Form purpose built networks, partnerships, and alliances (NGO, private sector, etc.) • Demonstration projects/practical solutions • Develop standards, protocols & assessment tools • Business engagement • Convening • Capacity building • Legislative lobbying • Join political alliances that include negotiated agreements and policy positions, e.g. USCAP • Consulting • Participating in government delegations to international negotiations • Mass mobilizing individuals to take legislative action (this does not apply to our partners who may do this) • Add WRI’s name to sign-on letters that express a multi- group or community position (exception for WRI president) • Public demonstrations, attack advocacy • Joining as a party to litigation • Involvement in electoral politics WRI’S APPROACH http://intranet.wri.org/content/wri-ways-and-means
- 6. TOP SOCIAL NETWORKS– JANUARY 2017 vincos.it/world-map-of-social-networks
- 7. 2ND LEVEL SOCIAL NETWORKS – JANUARY 2017 vincos.it/world-map-of-social-networks
- 8. 35 45 49 48 53 52 63 65 67 29 35 37 43 46 48 60 60 60 Government Official Board of Directors CEO NGO representative Financial industry analyst Employee A person like you Academic expert Technical expert Peers are Now as Credible as Experts 2016 2017 EDELMAN TRUST BAROMETER 2017 www.edelman.com/trust2017
- 9. AMBIENT AWARENESS, IMMEDIATE CONNECTION Graphic by Peter Cho - pcho.net
- 10. 3,700 1,940 540 500 317 Email Facebook Google+ LinkedIn Twitter Monthly Active Users (Millions) SOME STATS What social media sites are you engaged in?
- 11. 3,700 1,940 540 500 317 Email Facebook Google+ LinkedIn Twitter Monthly Active Users (Millions) SOME STATS What social media sites are you engaged in?
- 12. BUILDING YOUR BRAND Friend: Hira your really should be building your presence + #BRAND Me: ? I am sorry, what? Friend: Yeah.. you need to be out there marketing YOU, speaking at events etc. Me: You really think between personally coaching 120+ students, running a small biz that coaches 2500 students... and sleeping at 5am trying to build this damn platform to solve capacity issues.. somehow I have the time to promote ME?
- 13. RULE OF THUMB FOR CONNECTING • Connect with people you know • Connect with people you trust • Connect with people who have something to say that you want to hear • Connect with those you want to influence
- 14. CONTENT IS KING
- 15. IT’S NOT ABOUT YOU Source: Debra Askanase, Framing Advanced Social Media Engagement What you or your project wants to talk about with its stakeholders What your stakeholders most urgently want to talk about THEIR conversation becomes YOUR online conversation
- 16. VIDEO: HOW (AND WHY) DONALD TRUMP TWEETS www.youtube.com/watch?v=geEVwslL-YY
- 17. EXERCISE 2: SIX WORD STORY “For sale: baby shoes, never worn.” “Rapunzel! I am slipping! A wig?!” “Artificial limb. Bungie jump. Bad idea.” Climate action now! “Nope!” tweets Trump. Write a WRI-related six word story. thewritepractice.com/six-word
- 18. MEASURING SOCIAL MEDIA ENGAGEMENT • Growth • Likes, Shares, Comments, Posts • Applause Rate • Amplification Rate • Conversation Rate • Economic Value
- 19. MEASURING SOCIAL MEDIA PERFORMANCE TrueSocialMetrics.com twitter twitter twitter twitter twitter twitter twitter twitter facebook-page facebook-page facebook-page facebook-page facebook-page facebook-page facebook-page facebook-page 0.022727273 0.310606061 1.140151515 264 6 82 301 2697 0 0.234375 0.109375 64 0 15 7 4278 linkedin linkedin linkedin linkedin linkedin linkedin linkedin linkedin instagram, 0.742857143 instagram, 0 instagram, 31.45714286 instagram, 70 instagram, 52 instagram, 0 instagram, 2202 instagram, 647 Conversation Rate Amplification Rate Applause Rate Posts Comments Shares Likes Followers twitter facebook-page google-plus pinterest-page linkedin instagram
- 20. 0 500 1000 1500 2000 2500 3000 3500 4000 4500 12:00:00AM 1:00:00AM 2:00:00AM 3:00:00AM 4:00:00AM 5:00:00AM 6:00:00AM 7:00:00AM 8:00:00AM 9:00:00AM 10:00:00AM 11:00:00AM 12:00:00PM 1:00:00PM 2:00:00PM 3:00:00PM 4:00:00PM 5:00:00PM 6:00:00PM 7:00:00PM 8:00:00PM 9:00:00PM 10:00:00PM 11:00:00PM Time of Day Sunday Monday Tuesday Wednesday Thursday Friday Saturday LINKEDIN BEST TIME TO POST: TIME OF DAY
- 21. STATUS REPORT: WRI TWEETERS • Chart of WRI Tweeters and Followers by Date of Profile Creation
- 22. EXERCISE: HOW TO INCREASE ENGAGEMENT • Chart of WRI Tweeters and Followers by Date of Profile Creation
- 23. TOOLS AND RESOURCES • Snippet Tool • Tagging People (Native Twitter) • Twitter Trends • Hootsuite • intranet.wri.org/page/social-media • Twitter lists – twitter.com/WorldResources/lists/wri-tweeters
- 24. TIPS FOR TWITTER 1. 90-100 characters 2. Relevant hashtags 3. Include an image and link 4. Shortened URL 5. Use brief but compelling / provocative / inspirational language 6. Make content relevant to your audience 7. Avoid too much self-promotion
- 25. A WORD ABOUT HASHTAGS 2X Tweets with hashtags receive two times more engagement than those without hashtags. Tweets with one or two hashtags have 21 percent higher engagement than those with three or more hashtags. Tweets that use more than two hashtags show a 17 percent drop in engagement. 17%21% Facebook posts without hashtags get more interaction than posts with hashtags.
- 26. TIPS FOR FACEBOOK 1. Have a clear goal 2. Ask for engagement 3. Include a photo and link 4. Use brief but compelling / provocative / inspirational language 5. Avoid too much self-promotion 6. Native videos get 6x more engagement than embedded YouTube videos 7. Don’t rely on hashtags
- 27. TIPS FOR FACEBOOK ADS
- 28. TIPS FOR LINKEDIN 1. Ask for engagement 2. blah
- 30. OTHER NETWORKS
- 31. TRACKING SUCCESS WRI.org Digital Dashboard, Google Campaign Tracking Code, Hootsuite, TrueSocialMetrics
- 32. YOUR BLOG
- 33. YOUR FOLLOWING
- 34. YOUR VOICE
- 35. YOUR STRATEGY
- 36. EXERCISE 3: GROUP THINK Ideas for Social Channels
- 38. POST-IT EXERCISE What are you going to differently?
- 40. @WORLDRESOURCES STRATEGY 1. Drive WRI.org awareness and traffic 2. Share WRI news from external sources 3. Highlight other WRI tweets 4. Share external stories key to our work
Editor's Notes
- Twitter, Trump, and Trends. The current political climate demonstrates the power of social media to influence. To get your message heard, you need a strong voice that engages with audiences that matter. Social media is no longer an option, but a necessity. This session highlights current social media strategies and trends, how to better leverage top social media channels, and how to break through the digital noise.
- https://www.youtube.com/watch?v=PWa8-43kE-Q Time: 2:28
- Where are most of the people in this room?
- World Map of Social Networks http://vincos.it/world-map-of-social-networks January 2017: a new edition of my World Map of Social Networks, showing the most popular social networking sites by country, according to Alexa & SimilarWeb traffic data (caveat: it’s hard to understand the impact of Google+ because it is part of Google domain traffic). There are a lot of news since last January: Facebook is still the leading social network in 119 out of 149 countries analyzed, but it was stopped in 9 territories by Odnoklassniki, Vkontakte and Linkedin. It’s interesting to see that in some countries, like Botwana, Mozambique, Namibia, Iran e Indonesia, Instagram wins and that some African territories prefer LinkedIn.
- Edelman Trust Barometer 2017 – 17th annual trust and credibility survey Online survey in 28 countries 17 years of data 33,000+ respondents total 25-minute survey All fieldwork was conducted between October 13th and November 16th, 2016 Findings: Nearly 6 in 10 believe search engines over human editors (good reason to work with us on optimizing your content for Search Engines) 53% of the individuals surveyed do not regularly listen to people or organizations with whom they often disagree Individuals are nearly 4x more likely to ignore information that supports a position they do not believe in MOST IMPORTANT - Peers Are Now as Credible as Experts. This chart shows the percent of individuals who rate each spokesperson as extremely/very credible in 2016 and 2017 But one of the challenges is cutting through the constant barrage of information available to people. A common statistic is: Regardless of channel, voice, or country, a majority of people need to hear the same message 3-5 times to believe it. Key Ask: Your staff need to think of themselves as messengers of WRI’s key messages – and how they can build and connect with target audiences in multiple ways.
- “All twitterers are created equal” Graphic by Peter Cho - http://pcho.net/ Brave New World of Digital Intimacy http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html?_r=2&partner=rssuserland&emc=rss&pagewanted=all&oref=slogin&oref=slogin New York Times, September 5, 2008 Social scientists have a name for this sort of incessant online contact. They call it “ambient awareness.” It is, they say, very much like being physically near someone and picking up on his mood through the little things he does — body language, sighs, stray comments — out of the corner of your eye. Facebook is no longer alone in offering this sort of interaction online. In the last year, there has been a boom in tools for “microblogging”: posting frequent tiny updates on what you’re doing. The phenomenon is quite different from what we normally think of as blogging, because a blog post is usually a written piece, sometimes quite long: a statement of opinion, a story, an analysis. But these new updates are something different. They’re far shorter, far more frequent and less carefully considered. One of the most popular new tools is Twitter, a Web site and messaging service that allows its two-million-plus users to broadcast to their friends haiku-length updates — limited to 140 characters, as brief as a mobile-phone text message — on what they’re doing. These activities may seem inane to some, but they carry the power of immediate connection.
- Harder to provide data on social media users Google Android: Onstage at Google’s I/O developer conference today, CEO Sundar Pichai announced that the company’s Android operating system recently crossed a major milestone. It now has more than 2 billion monthly active devices. https://www.theverge.com/2017/5/17/15654454/android-reaches-2-billion-monthly-active-users Instagram – 700 million users Medium – 60 Million (Dec 14, 2016) https://venturebeat.com/2016/12/14/medium-grows-140-to-60-million-monthly-visitors/
- Harder to provide data on social media users Google Android: Onstage at Google’s I/O developer conference today, CEO Sundar Pichai announced that the company’s Android operating system recently crossed a major milestone. It now has more than 2 billion monthly active devices. https://www.theverge.com/2017/5/17/15654454/android-reaches-2-billion-monthly-active-users Instagram – 700 million users Medium – 60 Million (Dec 14, 2016) https://venturebeat.com/2016/12/14/medium-grows-140-to-60-million-monthly-visitors/
- Hiranya (Hira) Fernando Former Senior Research Associate, Clean tech and clean energy research - World Resources Institute - Washington D.C., USA https://www.linkedin.com/feed/update/urn:li:activity:6273042961362100224/
- https://www.youtube.com/watch?v=geEVwslL-YY Time: 6:45
- Time: 10 minutes
- Growth Engagement Conversation Rate = comments, taking action Are you having meaningful conversations with your audience? Conversation Rate = # of Audience Comments (or Replies) Per Post
- Is this everyone? Who is missing? Make sure Twitter account is listed on WRI Profile Page Make sure Twitter account is listed in email signature Add Twitter account to LinkedIn Profile Tweet
- Best use of hashtags for getting into the conversation by including words that aren’t in the text and for identifying content related to an event such as a major initiative, a launch, a conference. Resources: https://blog.bufferapp.com/a-scientific-guide-to-hashtags-which-ones-work-when-and-how-many http://buzzsumo.com/blog/how-to-improve-facebook-engagement-insights-from-1bn-posts/
- While Twitter is a news platform, Facebook is more of a storytelling platform – but extremely short stories. https://business.facebook.com/worldresources/insights/?business_id=10152770920188140§ion=navPosts Based on source: http://blog.hubspot.com/marketing/anatomy-of-al-facebook-post
- Don’t put all your eggs in one basket – iterate your post, try different things. If you are planning an add, let’s coordinate.