Social Media Overview | August 2016 | about.me/lauraleedooley Social Media Overview 2016 … . . .and 10 Social Media Rules Laura Lee Dooley about.me/lauraleedooley [email protected]
Social Media Overview | August 2016 | about.me/lauraleedooley
Social Media Overview 2016 …. . .and 10 Social Media Rules
Laura Lee Dooleyabout.me/[email protected]
Social Media Overview | August 2016 | about.me/lauraleedooley
SOCIAL• relating to or involving activities in which people spend time
talking to each other or doing enjoyable things with each other
• liking to be with and talk to people : happy to be with people
• of or relating to people or society in general
Social Media Overview | August 2016 | about.me/lauraleedooley
Peter Cho
ambient awareness … and presence
Social Media Overview | August 2016 | about.me/lauraleedooley
Current Listening Posts
http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpg… organizing online conversations …
Social Media Overview | August 2016 | about.me/lauraleedooley
Social media
is all about relationships, trust, and interaction.
Social Media Overview | August 2016 | about.me/lauraleedooley
People like doing business with people they know …… and love doing business
with people they trust.
Social Media Overview | August 2016 | about.me/lauraleedooley
TRUST is personal . . . requires risk-taking . . . about relationships, not
transactions . . . based on being willing to put the other’s needs first.
Social Media Overview | August 2016 | about.me/lauraleedooley
Regular employee
Government official
CEO
Person like yourself
NGO representative
Technical expert in company
Financial or industry analyst
Academic or expert
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%
48%
33%
41%
57%
50%
63%
50%
64%
52%
35%
49%
63%
48%
67%
53%
64%
201620152014201320122011
Voices Most Trusted
Source: Edelman Trust Barometer 2011-2016
Social Media Overview | August 2016 | about.me/lauraleedooley
5 attributesthat drive users to insist on specific brands
Awareness
Acce
ssib
ility Value
EmotionalConnection
Releva
nt
Differentia
tion
Building and sustaining trust
Based on Creating Brand Insistence by the Blake Project, 2007
Social Media Overview | August 2016 | about.me/lauraleedooley
Rela
tions
hips
Information Seeker
Repeat Visitor
Marketer
Ambassador, Evangelist
Partners, Donors
Actio
n
Trus
t
Social Media Overview | August 2016 | about.me/lauraleedooley
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%
Source: Edelman Trust Barometer
Social Media Overview | August 2016 | about.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!)
Social Media Overview | August 2016 | about.me/lauraleedooley
Social Strategy Rule #1.DO IT!
Photo credit: flickr/qwrrty
Be present or be invisible. ignored. unheard. passed by. distrusted.
Social Media Overview | August 2016 | about.me/lauraleedooleySource: Pew Internet
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
12%
41%
56%
72%
86%
78%80% 83%
88%84% 90%
8%6%
17%
27%
44%
53%
60%67%
73%77%
77%
5% 3%
6% 9%
22%
33%
37%
43% 52% 52%51%
2% 1% 2% 7%11% 13%
19%26%
27%
35%
7%
11%
18% 25%
38%
46%50%
55%
62%
62%
73%
18-29 30-49 50-64 65+ All Adults
Social Networking Site Use by Age Group, 2005-2015% of Internet users in each age group who use social networking sites
Social Media Overview | August 2016 | about.me/lauraleedooley
Photo credit: flickr/xslim
“Seek first to understand, then to be understood.”Stephen Covey (Habit 5)
Social Strategy Rule #2.Listen First
Social Media Overview | August 2016 | about.me/lauraleedooley
Social Strategy Rule #2.
Listen First!
Photo credit: flickr/xslim
10. Complaint9. Compliment8. Problem7. Question of inquiry6. Campaign impact5. Crisis4. Competitor3. Crowd2. Influencer1. Point of need
Social Media Overview | August 2016 | about.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)
Social Media Overview | August 2016 | about.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?
Social Media Overview | August 2016 | about.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
Social Media Overview | August 2016 | about.me/lauraleedooley
Social Strategy Rule #4.Go Where Your Audience Is
Photo credit: flickr/stignygaard
If you build it, they won’t necessarily come.
Social Media Overview | August 2016 | about.me/lauraleedooley
Facebook FB Messenger WhatsApp Twitter LinkedIn Google+ Pinterest Instagram
1,590
9001,000
320
100
540
100
500
Top Social Networksby millions of active users
Social Media Overview | August 2016 | about.me/lauraleedooley
Photo credit: flickr/xslim
• CURRENT information• Google yourself• Review privacy & change
passwords periodically
Social Strategy Rule #5.Keep Your Profile Updated
Social Media Overview | August 2016 | about.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
Social Media Overview | August 2016 | about.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
Social Media Overview | August 2016 | about.me/lauraleedooley
Social Strategy Rule #7.Establish Your Brand
It is not about you.It is about the valueyou bring to others.
Social Media Overview | August 2016 | about.me/lauraleedooley
Online Brand Elements
• Appearance• Areas of Interest• Areas of Knowledge• Skills and Abilities• Communication Style• Community Size• Community Engagement
Social Media Overview | August 2016 | about.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 …
Social Media Overview | August 2016 | about.me/lauraleedooley
Social Strategy Rule #8.Know Your Community
Who are your …• Fans• Followers• Readers• Repeaters• Subscribers• Advocates• Free agents
Social Media Overview | August 2016 | about.me/lauraleedooley
Uses social media tools to organize, mobilize, raise funds, and communicate with constituents but outside of institutional walls.
Source: The Networked Nonprofit. 2010. Beth Kanter and Allison H. Fine.
Social Media Overview | August 2016 | about.me/lauraleedooley
Pre-contemplation Contemplation Action (Maintenance)Positioning – where audience is now vs. where you want them to be
Social Media Overview | August 2016 | about.me/lauraleedooley
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
Social Media Overview | August 2016 | about.me/lauraleedooley
Social Media Time Management
Tota
l Tim
e Co
mm
itmen
t
Source: Amber Naslund. 2010.
Social Media Overview | August 2016 | about.me/lauraleedooley
Social Strategy Rule #10.Measure and Track
“Measurement is your map, and metrics are your
signposts.”Beth Kanter,
Katie Delahaye Paine
Social Media Overview | August 2016 | about.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
Social Media Overview | August 2016 | about.me/lauraleedooley
Social Media Strategy Framework
1. Do it!2. Listen First3. Develop a Roadmap4. Go Where Your Audience Is5. Keep Your Profile Updated6. Build Your Social Circle7. Establish Your Voice8. Know Your Community9. Take Time to Engage10. Measure and Track
Social Media Overview | August 2016 | about.me/lauraleedooley
Questions?
Laura Lee Dooleyabout.me/[email protected]