1. WRI COMMUNICATIONS CURRICULUM
Social Media Strategy
3 January 2013
Laura Lee Dooley
Online Engagement Architect & Strategist
External Relations
about.me/lauraleedooley

2. Overview
• What’s it all about?
• An overview of WRI social media spaces
• Social Media Strategy Framework
• Lessons Learned
• STAFF SURVEY: Social Media Strategy: Diving Deeper

3. Social media
Social engagement
is all about relationships.

4. People like doing business with
people they know …
… and love doing business with
people they trust.
Edelman Trust Barometer 2008

5. TRUST is
personal . . . requires risk-taking . . . about relationships, not
transactions . . . based on being willing to put the other’s needs first.

6. Based on “Creating Brand Insistence” by The Blake Project
5 attributes
that drive
users to
insist on
specific
brands
Emotional
Connection
Building and sustaining trust

7. Relationships
Information Seeker
Repeat Visitor
Marketer
Ambassador,
Evangelist
Partners,
Donors
Action
Trust

8. 43%
50%
53%
47%
34%
43%
64%
70%
20%
38%
46%
50%
50%
65%
66%
68%
Government official or regulator
CEO
Financial or industry analyst
NGO representative
Regular employee
Person like yourself
Technical expert in the company
Academic or expert
Voices Most Trusted
2012
2011
Edelman Trust Barometer 2012

9. Trust protects reputation
VS.

10. Edelman Trust Barometer 2011
57% will believe
negative information
after hearing it
1-2 times
15% will believe
positive information
after hearing
it 1-2 times
51%
will believe
positive
information
after hearing it
1-2 times
25%
will believe
negative information
after hearing it 1-2 times
When a brand is distrusted When a brand is trusted

11. Pre-contemplation Contemplation Action (Maintenance)
Positioning – where audience is now vs. where you want them to be

12. Edelman Trust Barometer 2012
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. WRI Social Media
Brief Overview

14. 1,000
200
120
187
12
Top Social Networks
by millions of users

15. Some more statistics
• 32% of all Internet users are using Twitter.
• Top 3 countries on Twitter are the USA (107 million),
Brazil (33 million) and Japan (nearly 30 million).
• In 2012, Facebook saw a 41% growth in active users
from Russia, South Korea, Japan, India and Brazil.
• Brazil has the third highest number of Google+ users
in the world.
• Pinterest has seen a massive 4377% growth rate
between May 2011 and May 2012 in the US.

16. 0
1,000
2,000
3,000
4,000
5,000
Oct-08
Jan-09
Apr-09
Jul-09
Oct-09
Jan-10
Apr-10
Jul-10
Oct-10
Jan-11
Apr-11
Jul-11
Oct-11
Jan-12
Apr-12
Jul-12
Oct-12
Visits to WRI .org from the Top 3 Social Networks
Facebook Twitter LinkedIn

17. WRI on Facebook
• Page: worldresources
• Fans: 9,612
• Projects
– The Access Initiative
– EMBARQ
– EMBARQ India
– GHG Protocol
– Reefs at Risk
– World Resources Report
• Groups
– Electricity Governance
• Tools
– Facebook Insights
– Radian6.com

18. WRI on Twitter
• @worldresources
• Followers: 40,757
• Twitter List: wri-tweeters
• Tools:
– Bit.ly
– Paper.li
– Twitterfeed.com
– Twittercounter.com
– Twubs.com
– Tweetdeck.com
– Hootsuite.com (ow.ly)
– CoverItLive.com
– Radian6.com

19. WRI on LinkedIn
• Closed Group
– Members: 2,018
• Company
– Followers: 2,189
• Tools
– LinkedIn Company Insights
– LinkedIn Group Statistics
– Radian6 (limited)
• Laura Lee Dooley
– Connects with WRI staff, interns,
consultants, partners, colleagues

20. WRI on Google+
• Organization Page
• Followers: 1,781
• Google connections:
– Gmail Contacts
– Google Search
– Google Places
– Google Adwords

21. WRI on Pinterest
• worldresources
• Fastest growing social
bookmarking site
• Followers: 1,089
• Community Boards
– Climate COP18-Doha (431
followers)
– Future We Want | EarthSummit |
#RioPlus20 (928 followers)

22. WRI Digest
• Monthly email
newsletter
• Subscribers: 13,400
• 15-20% open rate per
issue; different people
open email each month
• Some crossover with
social media community

23. Other Social Networks
• YouTube – Most popular video site
• Vimeo – High quality
• SlideShare - PowerPoints
• Flickr – Public photos & favorites from others
• Foursquare – Geolocation check-in
• Friendfeed – Aggregator of WRI social shares
• SoundCloud – Audio recordings, podcasts
• Social bookmarking
– Diigo Group -WRI Stories We Watch (MEP)
– Delicious, StumbleUpon, Digg

24. 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

27. Social Media Strategy
Framework
10 Social Strategy Rules

28. Social Strategy Rule #1.
DO IT!
Photo credit: flickr/qwrrty
Be present or be invisible.
ignored.
unheard.
passed by.
distrusted.

29. 9
49
67
76
86 87 86
92
7
8
25
48
61
68
72 73
6 4
11
24
47
49 50
57
1
7
13
26
29
34
38
0
25
50
75
100
Feb-05
Aug-06
May-08
Apr-09
May-10
Aug-11
Feb-12
Aug-12
%
Social Networking Site Use by Age Group, 2005-2012
% of internet users in each age group who use social networking sites
18-29 30-49 50-64 65+
Source: Pew Internet

30. Social Strategy Rule #1.
DO IT!
RESOURCES:
• WRI Guidelines
• Webinars
• eNewsletters
• Blogs
• Experience
• Me!
Photo credit: flickr/qwrrty

31. Policies & Guidelines
Independence
Innovation
Integrity
Respect
Urgency
WRI Values = Social Media Values

32. Photo credit: flickr/xslim
“Seek first to understand,
then to be understood.”
Stephen Covey (Habit 5)
Social Strategy Rule #2.
Listen First

33. Social Strategy Rule #2.
Listen First
Photo credit: flickr/xslim
• Your Social Media Streams
• Google Reader
RSS Feeds, Google Alerts
• Twitter
Search, #Hashtags
• Facebook (Pages)
• LinkedIn (Groups|News)
• Email & Newsletters
• Other SM Networks
Google+, Pinterest, Bookmarking Sites

34. 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
Social Strategy Rule #2.
Listen First

35. 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)

36. Social Strategy Rule #3:
Develop a Roadmap – Long-term
• IMPACT & OUTCOMES. What is your goal ?
– Policy or behavior change?
– “Raising awareness?”
– Taking action?
• SOCIAL CIRCLE. Who are your audiences?
– Primary, Secondary, Opposition, Influential
– 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
• TOOLS AND TACTICS. What resources will you use?

37. Short-term Social Media Outreach
• Designed for specific events
• Collaborative effort with WRI brand and community
• “STRATEGY - Short-Term Basic Social Media
Outreach”
– Focused on Twitter, Facebook, LinkedIn
– Available online at http://bit.ly/x8MBWv

38. Social Strategy Rule #3.
Develop a Roadmap
Photo credit: flickr/MyAngelG
• Long-term
• Short-term
• Maintenance
• Measurement

39. Social Strategy Rule #4.
Go Where Your
Audience Is
Photo credit: flickr/stignygaard
If you build it, they won’t
necessarily come.

40. Social Strategy Rule #4.
Go Where Your
Audience Is
• Twitter = News feed
• LinkedIn = Professionals
• Facebook = Largest; More
informal, personal
• Other SM Networks
(Do your homework!)
• Email Lists
• Build Your Own
Photo credit: flickr/stignygaard

41. Photo credit: flickr/xslim
CURRENT information
• Full name
• URL name (namechk.com)
• Photo(s)
• Description with keywords
• Geographic information
• Accurate links
• Standard brand language
• Title & organization
Social Strategy Rule #5.
Keep Your Profile
Updated
Photo credit: flickr/juanjocarvajal

42. Photo credit: flickr/xslim
• Understand privacy
settings
─ Resource: http://bit.ly/ozeIB9
• Respect the brand you
represent
Photo credit: flickr/juanjocarvajal
Social Strategy Rule #5.
Keep Your Profile
Updated

43. 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

44. Photo credit: flickr/waltstoneburner
• Search
• Upload or connect your
email contacts
• Follow those others are
following
• Website/Profile links
For lesser-known
connections, provide reason
to connect
Social Strategy Rule #6.
Build Your Social Circle

45. Photo credit: flickr/waltstoneburner
• Friends, FoFs
• Partners, PoPs
• Colleagues, CoCs
• Newsletter recipients
• Target constituents
• People w/ similar goals
• Those on the other side
Social Strategy Rule #6.
Build Your Social Circle

46. 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.

47. Social Strategy Rule #7.
Establish Your Voice
Photo credit: flickr/Hazzat
• Content
• Activity
• Reach
• Community
• Engagement
• Conversation

48. 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 …

49. Social Strategy Rule #7.
Establish Your Voice
Photo credit: flickr/Hazzat
5 C’s of Engagement
• Creating
• Critiquing
• Chatting
• Collecting
• Clicking

50. Sharing
• Leverage existing assets.
• Share topics relevant to your work & voice.
• Align your messaging with audience needs.
• Listen to who is talking about you and your issues. Add
relevant voices to social circle.
• Look for resources from the online community you can
share with others.
• 12:1 ratio

51. Design Engaging Content
• Headline/title describes content, includes keywords.
• Includes photo or video related to content.
• Summary encourages readers to click.
• Additional text provides value for audience.
• Content crafted for each social media community.
• Content encourages action .
• Content is shareable.
• Content sources are identified.
• Tracking code included for WRI.org links

52. Social Strategy Rule #8.
Know Your Community
Photo credit: flickr/David_Shankbone
Who are your …
• Fans
• Followers
• Readers
• Repeaters
• Subscribers
• Advocates
• Free agents

53. “Free agents” are
individuals working outside
organizations to organize,
mobilize, raise funds, and
communicate with
constituents.
- The Networked Nonprofit
Social Strategy Rule #8.
Know Your Community
Free agents like Shawn Ahmed (@uncultured)
are promiscuous for good!
Free Agent. Source; Rob Cottingham.

54. Audience Analysis – Social Circle
A B C D E F G
1
2
3
4

55. 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

56. Social Media Time Management
TotalTimeCommitment
Source: Amber Naslund. 2010.

57. 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

58. Social Strategy Rule #10.
Measure and Track
Photo credit: flickr/stevenharris
Quantity and Quality
• Activity
• Reach
• Engagement

59. 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

60. Link Tagging: Tracking traffic
“Clean” URL
?utm_campaign=socialmedia
&utm_source=twitter.com
&utm_medium=worldresources
&utm_content=hyperlink/image (Optional)
&utm_keyword=keyphrase (Optional)
For Twitter, shorten URL with bit.ly

61. Social Strategy Rule #10.
Measure and Track
Photo credit: flickr/stevenharris

62. 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

63. Lessons Learned in Social Media
• If you’re not present, you are absent
• Seek first to understand
• Conversation – NOT marketing
• Invest time and effort
• Offline and online reputations are linked
• WRI values in practice
– Respect, innovation, independence, integrity, urgency
• Measure, measure, measure

64. QUESTIONS AND ANSWERS
Social Media Strategy
Laura Lee Dooley
Online Engagement Architect & Strategist
External Relations
about.me/lauraleedooley