10 Rules for Social Media Engagement

Engaging Our Audiencesvia Social Media

Laura Lee Dooley

Quick Attendee Poll

LinkedIn Digg/Stumbleupon Delicious

Google Reader FacebookTwitter

The basic daily conversation

Rela

tions

hips

Information Seeker

Repeat Visitor

Marketer

Ambassador, Evangelist

Partners, Donors

Impa

ct

Engage for Impact

Social media Social engagement

is all about relationships.

“It has never been about me.

It has always been about you.”

Egyptian Revolution

Edelman Trust Barometer 2008

People like doing business with people they know …

… and love doing business with people they trust.

TRUST is personal . . . requires risk-taking . . . about relationships, not

transactions . . . based on being willing to put the other’s needs first.

Flickr: kamshots|Kam

yar Adl

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

Base

d on

“Cr

eatin

g Br

and

Insi

sten

ce”

by T

he B

lake

Pro

ject

5 attributesthat drive users to insist on specific brands

Awareness

Acc

ess

ibilit

y Valu

e

EmotionalConnection

Relev

ant

Differ

entia

tion

Building and sustaining trust

Pre-contemplation Contemplation Action (Maintenance)

Positioning – where audience is now vs. where you want them to be


Regardless of channel, voice, or country …

… a majority of people need to hear the same message 3-5 times to believe it.


Expert voices most trusted


57% will believenegative information

after hearing it1-2 times

15% will believepositive informationafter hearingit 1-2 times

51%will believe

positiveinformation

after hearing it1-2 times25%

will believe negative informationafter hearing it 1-2 times

When a brand is distrusted When a brand is trusted

Trust protects reputation

VS.

10 Rules of Social Engagement

Social Engagement Rule #1.

DO IT!

Photo credit: flickr/qwrrty

Be present or be invisible. ignored. unheard. passed by. distrusted.

“Ed TV” (1999)

Agreeing to having his "life" aired on cable TV 24-hours-a-day, Ed Pekurny is followed,

wherever he goes, by a video crew.


DO IT!

Photo credit: flickr/qwrrty

• Complete /Update Profiles– LinkedIn, Facebook– Twitter, Delicious

• Get into Google– Reader, Gmail, Contacts,

Docs, YouTube … +

• Use Privacy Settings• Google Yourself

What if rather than try to aggregate activities from existing social sites, there was just one

social network that combined them all?

Leverage the WRI Values

• Independence• Innovation• Integrity• Respect• Urgency

Social Media Values

Social Media Rule #1.

DO IT!

Photo credit: flickr/shrff

RESOURCES:• Social Media Lab• WRI Guidelines• Webinars• eNewsletters• Blogs• Experience• Me!


Evolve a Strategy!

Photo credit: flickr/Editor B

ProperPlanningPreventsPoorPerformance

Social Engagement Rule #2:

Evolve a Strategy

• IMPACT & OUTCOMES. What is your goal ?– Policy or behavior change? – “raising awareness?”

• SOCIAL CIRCLE. Who are your audiences?– Primary, Secondary, Opposition– You don’t need to connect with everybody

• CONVERSATION & VOICE. What is your message?– What will motivate your audience to take action?– Facts are not enough

Strategy


Go Where Your Audience Is

Photo credit: flickr/stignygaard

If you build it, they won’t necessarily

come.

Some statistics• Facebook tops Google for weekly traffic in the U.S.

• 80% of companies use social media for recruitment; 95% of these use LinkedIn.

• Women (57%) dominate men (44%) in terms of overall social media use. However, nearly twice as many men (63%) as women (37%) use LinkedIn.

• Some 52% of Facebook users and 33% of Twitter users engage with the platform daily, while only 7% of MySpace users and 6% of LinkedIn users do the same.


Go Where Your Audience Is

• Email Connections• Twitter = News feed• LinkedIn = Professional

connection• Facebook = More

informal and personal and 750 million +

Photo credit: flickr/stignygaard


Listen First!

Photo credit: flickr/xslim

“Seek first to understand, then to be understood.”Stephen Covey (Habit 5)


Listen First!


10. Complaint9. Compliment8. Problem7. Question of inquiry6. Campaign impact5. Crisis4. Competitor3. Crowd2. Influencer1. Point of need


Listen First!


• Google Reader• RSS Feeds• Google Alerts

• Twitter• Search• Hashtags

• Facebook• LinkedIn• Email and Newsletters• Google +


Build YourSocial Circle

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)

http://www.youtube.com/watch?v=BwvygI2xKGM

Tapping Social Media’s PotentialTo Muster a Vast Green Army“A rapidly expanding universe of citizens’ groups, researchers, and environmental organizations are making use of social media and smart phone applications to document changes in the natural world and to mobilize support for taking action.”- Caroline Fraser, @YaleE360


Build YourSocial Circle

Photo credit: flickr/waltstoneburner

• Friends, FoFs• Partners, PoPs• Colleagues, CoCs• Newsletter recipients• Target constituents• People with similar goals• Those on the other side


Establish Your Voice

Photo credit: flickr/Hazzat

It is not about you.It is about the valueyou bring to others.

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 …


Establish Your Voice

Photo credit: flickr/Hazzat

• Message• Community• Shares• Conversation


Be a TRUST agent

Photo credit: flickr/schmollmolch


Be a TRUST agent• Make your own game• One of us• Archimedes Effect (Leverage)• Agent Zero• Human Artist• Build an Army


Know Your Audience

Photo credit: flickr/david_shankbone

Audience Analysis – Social CircleA B C D E F G

1

2

3

4


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

Social Media Time Management

Tota

l Tim

e Co

mm

itmen

t

Source: Amber Naslund. 2010.


Measure and Track

Relationship + trust

Photo credit: flickr/stevenharris

5 C’s of Engagement

• Creation

• Critiquing

• Chatting

• Collecting

• Clicking


Measure and Track

Photo credit: flickr/stevenharris

Some Engagement Metrics• Twitter – retweet, mention, clickthrough• Facebook – share, like, comment, message• LinkedIn – post, comment, discuss, recommend• YouTube, Slideshare, Flickr, Vimeo – view,

embed, comment, favorite• Email, RSS feeds – open, view, clickthrough• Delicious, Digg, StumbleUpon – save, like• Friends, followers, fans, subscribes, connects• Google – shares, connects, Analytics, Adwords

Link Tagging

“Clean” URL ?utm_campaign=socialmedia/twitterfeed/bbnc&utm_source=twitter.com&utm_medium=worldresources&utm_content=hyperlink/image (Optional)&utm_keyword=keyphrase (Optional)

For Twitter, shorten URL with bit.ly

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Next Wave: Internal Social Media

• The next wave of employees will expect it.• The workforce is increasingly global.• It can make management easier.• A strong corporate culture may depend on it.

What Do You Need?

What resourceswould help you most?

10 Rules for Social Media Engagement

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