Engagement & Brand Sentiment
Online Engagement Marketing
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www.wri.orgASMIweb.com – 1/29/2010 2
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
delicious tags for World Resources InstituteASMIweb.com – 1/29/2010 3
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WRI Strategy of Engagement
Casual Information Seeker
Ambassador/Evangelist
Partner/Donor
Consumer Marketer (WOMM)
Repeat Visitor
Rela
tionsh
ip
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Branding
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http://twitter.com/apluskhttp://www.facebook.com/Ashton
http://www.bing.com/videos/watch/video/kutcher-catapults-violinist-to-twitter-fame/
6wi3bcs
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http://beth.typepad.com/beths_blog/2008/08/how-long-does-i.html
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http://www.shirky.com/http://www.ted.com/speakers/clay_shirky.html
http://www.vimeo.com/4428120
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Clay Shirky“We are experiencing a changing
institutional environment – we need a new set of principles –
need to change.”“… [people] can talk [about you and your issues] to each other without you and your input … ”
“The loss of control you fear is already in the past. Go after the
value this environment makes possible.”
"We spend more time figuring out whether something is a good idea than we would have just trying it."
“… tools are not socially interesting until they become technologically boring”
"The intention of users has more impact than the intention of the designers."
"It's not just about delivering content to members, it's about the convening power
to help members discover each other."
“Fail informatively - Fail like crazy”
Web of Tomorrow: 4 Big Trends
Accessible anywhere
Beyond the computer
Media-centric
Largest component = social media
http://mashable.com/2010/01/24/internet-of-tomorrow-column
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http://www.youtube.com/watch?v=ntyXvLnxyXk
3 simple strategies for your data online
Get it out of your reportsAccess to data at the finding level
Connect it to the userProvide context
Share itFeeds, APIs, spreadsheets
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Edelman Trust Barometer 2008
People like doing business with people they know …
… and love doing business with people they trust.
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TRUST is personal . . . requires risk-taking . . . about relationships, not
transactions . . . based on being willing to put the other’s needs first.ASMIweb.com –
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Your brand is the sum of many partsASMIweb.com – 1/29/2010
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WRI Values
Independence Innovation IntegrityRespectUrgency
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Social Media Values
Engagement
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1. Garbage offline = garbage online
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http://www.colbertnation.com/the-colbert-report-videos/220019/june-29-2009/jeff-goldblum-will-be-missed
2. Not about broadcasting message
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http://www.youtube.com/watch?v=D3qltEtl7H8
3. Convey a humbling vision
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12:1
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http://www.chrisbrogan.com/http://twitter.com/chrisbrogan
4. Overcome your fear of feeling
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http://www.agoodmanonline.com
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Better Online Storytelling
Is this a story I want to tell? Does the story have a heartbeat? Is the story transformative? Does it sound like my organization? Does it have an expiration date? Will it make the reader want to do
something?Roger Burks, MercyCorps
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Elements of a Good Story
Compelling title Intriguing lead or hookPhotos specific to the contentCharacter-drivenCall to action
Roger Burks, MercyCorps
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5. Lighten up, please
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6. Keep it simple, silly.
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7. Invest in familiar tools
TwitterFacebookLinkedInYouTube/VimeoSlideShareFlickrEmailGoogle Suite
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Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Remember the information superhighway?
Welcome to twitter …
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“In 5 years time your company will
be completely dependent on a technology that
hasn’t been invented yet.”
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Measuring Sentiment
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PRESENCE
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Edelman Trust Barometer 2009
Regardless of channel, voice, or country …
… a majority of people need to hear the same message 3-5 times to believe it.
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Share
WRI SocialMedia
Landscape
Publish
Inform
DiscussBuild
Listen
Measure
Lifestream
Microblog
SocialNetwork
Add your comment
Friend Group
Profile
2008: build | 2009: engage | 2010: influenceASMIweb.com – 1/29/2010
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Strategy
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Start by listening: What to listen for
10. Complaint9. Compliment8. Problem7. Question of
inquiry6. Campaign
impact5. Crisis4. Competitor3. Crowd2. Influencer1. Point of need
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reader.google.com
Some SM Engagement Metrics
Twitter – retweet, mention, clickthroughFacebook – share, like, comment,
messageLinkedIn – post, comment, discuss,
recommendYouTube, Slideshare, Flickr, Vimeo –
view, embed, comment, favoriteEmail, RSS feeds – open, view,
clickthroughDelicious, Digg, StumbleUpon – save,
likeGoogle – used and shared toolsFriends, followers, fans, subscribes,
connects
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Some measurement tools
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twitter.com/worldresourcesASMIweb.com – 1/29/2010
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twittercounter.comASMIweb.com – 1/29/2010
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twitter.mailana.com (@petewarden)ASMIweb.com – 1/29/2010
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AUTHORITY: Followers, frequency, @replies
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www.twitalyzer.com (User)ASMIweb.com – 1/29/2010
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www.twitalyzer.com (Brand)ASMIweb.com – 1/29/2010
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www.twitalyzer.com (Search)ASMIweb.com – 1/29/2010
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search.twitter.comASMIweb.com – 1/29/2010
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retweetist.comASMIweb.com – 1/29/2010
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… but it’s not just about retweets ASMIweb.com – 1/29/2010
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backtweets.comASMIweb.com – 1/29/2010
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tweetake.comASMIweb.com – 1/29/2010
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Tweetup/MeetupASMIweb.com – 1/29/2010
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WRI Facebook GroupASMIweb.com – 1/29/2010
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WRI Facebook PageASMIweb.com – 1/29/2010
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WRI Facebook Page: Insights AnalyticsASMIweb.com – 1/29/2010
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WRI Facebook CauseASMIweb.com – 1/29/2010
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www.socialmention.com
www.radian6.com ($) ASMIweb.com – 1/29/2010
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SOCIAL CRM• Profile Name• Real name• Location• URL• Biosketch• Tweet Type• Influence – Followers|
friends• Date/Time Followed• Blog feed (listen)• Blog contact info• Other social networks
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The UNMeasurable?
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Metrics lessons learned
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. . . online engagement obstacle . . .ASMIweb.com – 1/29/2010
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… build knowledgebase of data . . .ASMIweb.com – 1/29/2010
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. . . go beyond up and to the right . . .ASMIweb.com – 1/29/2010
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. . . measure interactive conversation . . .ASMIweb.com – 1/29/2010
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. . . success stories, relationships . . .ASMIweb.com – 1/29/2010
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. . . measure against . . .1) self 2) similar 3) community
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. . . measure your contribution . . .ASMIweb.com – 1/29/2010
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. . . listen + share + measure = TIME . . . ASMIweb.com – 1/29/2010
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Final notes
1. What you measure is what you manage2. Measure what matters most3. Knowledge is power; the consumer is in charge4. Transform data to information to intelligence5. Satisfaction drives conversation, loyalty,
retention, word of mouth6. To survive & thrive – satisfy customers & be
fiscally responsible7. Measurement is hard – don’t fall for gimmicks8. Integrate metrics to magnify value9. You are competing for attentionASMIweb.com – 1/29/2010
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delicious.com/lldoolj2 (TAG: asmi-engagement)ASMIweb.com – 1/29/2010
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Laura Lee S. DooleyOnline Engagement StrategistWorld Resources Institute (www.wri.org)twitter.com/worldresourcestwitter.com/[email protected] – 1/29/2010 91
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