Laura Lee Dooley's 10 Rules for an Effective Social Media Strategy
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The document provides an overview of Laura Lee Dooley's social media strategy. It outlines 10 rules for an effective social media strategy: 1) Engage on social media platforms, 2) Listen to your audience first, 3) Develop a long-term roadmap, 4) Engage where your audience is active, 5) Keep your social media profiles up-to-date, 6) Build your social circle, 7) Establish a consistent voice, 8) Understand your community, 9) Regularly engage with your community, and 10) Track key metrics to measure performance. The document emphasizes that social media is about building relationships, trust, and interactions to drive engagement.
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Laura Lee Dooley's 10 Rules for an Effective Social Media Strategy
- 1. Laura Lee Dooley, April 2014about.me/lauraleedooley Social Media Overview Laura Lee Dooley about.me/lauraleedooley lldoolj2@gmail.com
- 2. Laura Lee Dooley, April 2014about.me/lauraleedooley Social media is all about relationships, trust, and interaction.
- 3. Laura Lee Dooley, April 2014about.me/lauraleedooley People like doing business with people they know … … and love doing business with people they trust. Edelman Trust Barometer 2008
- 4. Laura Lee Dooley, April 2014about.me/lauraleedooley TRUST is personal . . . requires risk-taking . . . about relationships, not transactions . . . based on being willing to put the other’s needs first.
- 5. Laura Lee Dooley, April 2014about.me/lauraleedooley Flickr:kamshots|KamyarAdl 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
- 6. Laura Lee Dooley, April 2014about.me/lauraleedooley Edelman Trust Barometer 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% Regular employee Government official CEO Person like yourself NGO representative Technical expert in company Financial or industry analyst Academic or expert 2014 2013 2012 2011 Voices Most Trusted
- 7. Laura Lee Dooley, April 2014about.me/lauraleedooley Peter Cho ambient awareness … and presence
- 8. Laura Lee Dooley, April 2014about.me/lauraleedooley Current Listening Posts http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpg … organizing online conversations …
- 9. Laura Lee Dooley, April 2014about.me/lauraleedooley Based on “Creating Brand Insistence” by The Blake Project, 2007 5 attributes that drive users to insist on specific brands Emotional Connection Building and sustaining trust
- 10. Laura Lee Dooley, April 2014about.me/lauraleedooley 10. Works to protect and improve the environment 11. Addresses society’s needs in its everyday business 12. Creates programs that positively impact the local community 13. Partners with NGOs, government and 3rd parties to address societal needs Edelman 2014: 16 Key Attributes to Building Trust ENGAGEMENT 1. Listens to customer needs and feedback 2. Treats employees well 3. Places customers ahead of profits 4. Communicates frequently and honestly on the state of its business INTEGRITY 5. Has ethical business practices 6. Takes responsible actions to address an issue or crisis 7. Has transparent and open business practices PRODUCTS & SERVICES 8. Offers high quality products or services 9. Is an innovator of new products, services or ideas PURPOSE OPERATIONS 14. Has highly regarded and widely admired top leadership 15. Ranks on a global list of top companies 16. Delivers consistent financial returns to investors
- 11. Laura Lee Dooley, April 2014about.me/lauraleedooley Relationships Information Seeker Repeat Visitor Marketer Ambassador, Evangelist Partners, Donors Action Trust
- 12. Laura Lee Dooley, April 2014about.me/lauraleedooley Edelman Trust Barometer 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. Laura Lee Dooley, April 2014about.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!)
- 14. Laura Lee Dooley, April 2014about.me/lauraleedooley 10 Social Strategy Rules
- 15. Laura Lee Dooley, April 2014about.me/lauraleedooley Social Strategy Rule #1. DO IT! Photo credit: flickr/qwrrty Be present or be invisible. ignored. unheard. passed by. distrusted.
- 16. Laura Lee Dooley, April 2014about.me/lauraleedooley Source: Pew Internet 9% 49% 67% 76% 86% 87% 86% 92% 83% 89% 90% 7% 8% 25% 48% 61% 68% 72% 73% 77% 78% 73% 6% 4% 11% 24% 47% 49% 50% 57% 52% 60% 65% 7% 13% 26% 29% 34% 38% 32% 43% 46% 8% 16% 29% 46% 61% 64% 66% 69% 67% 72% 78% Feb-05 Aug-06 May-08 Apr-09 May-10 Aug-11 Feb-12 Aug-12 Dec-12 May-13 Sep-13 18-29 30-49 50-64 65+ All Internet users Social Networking Site Use by Age Group, 2005-2013 % of Internet users in each age group who use social networking sites
- 17. Laura Lee Dooley, April 2014about.me/lauraleedooley Pre-contemplation Contemplation Action (Maintenance) Positioning – where audience is now vs. where you want them to be
- 18. Laura Lee Dooley, April 2014about.me/lauraleedooley Photo credit: flickr/xslim “Seek first to understand, then to be understood.” Stephen Covey (Habit 5) Social Strategy Rule #2. Listen First
- 19. Laura Lee Dooley, April 2014about.me/lauraleedooley
- 20. Laura Lee Dooley, April 2014about.me/lauraleedooley Social Strategy Rule #2. Listen First! 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
- 21. Laura Lee Dooley, April 2014about.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)
- 22. Laura Lee Dooley, April 2014about.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?
- 23. Laura Lee Dooley, April 2014about.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
- 24. Laura Lee Dooley, April 2014about.me/lauraleedooley Social Strategy Rule #4. Go Where Your Audience Is Photo credit: flickr/stignygaard If you build it, they won’t necessarily come.
- 25. Laura Lee Dooley, April 2014about.me/lauraleedooley 1,310 646 292 540 70 150 Facebook Twitter LinkedIn Google+ Pinterest Instagram Top Social Networks by millions of active users
- 26. Laura Lee Dooley, April 2014about.me/lauraleedooley Photo credit: flickr/xslim • CURRENT information • Google yourself • Review privacy & change passwords periodically Social Strategy Rule #5. Keep Your Profile Updated Photo credit: flickr/juanjocarvajal
- 27. Laura Lee Dooley, April 2014about.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
- 28. Laura Lee Dooley, April 2014about.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
- 29. Laura Lee Dooley, April 2014about.me/lauraleedooley 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.
- 30. Laura Lee Dooley, April 2014about.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 …
- 31. Laura Lee Dooley, April 2014about.me/lauraleedooley Social Strategy Rule #8. Know Your Community Photo credit: flickr/David_Shankbone Who are your … • Fans • Followers • Readers • Repeaters • Subscribers • Advocates • Free agents
- 32. Laura Lee Dooley, April 2014about.me/lauraleedooley Audience Analysis – Social Circle A B C D E F G 1 2 3 4
- 33. Laura Lee Dooley, April 2014about.me/lauraleedooley 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
- 34. Laura Lee Dooley, April 2014about.me/lauraleedooley Social Media Time Management TotalTimeCommitment Source: Amber Naslund. 2010.
- 35. Laura Lee Dooley, April 2014about.me/lauraleedooley 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
- 36. Laura Lee Dooley, April 2014about.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
- 37. Laura Lee Dooley, April 2014about.me/lauraleedooley 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
- 38. Laura Lee Dooley, April 2014about.me/lauraleedooley Questions? Laura Lee Dooley about.me/lauraleedooley lldoolj2@gmail.com