IRD Social Media Summit: Intro to Social Media

Advancing Shared Interests with Digital Embassies, Ambassadors & Envoys,[object Object],Steve Rubel, SVP, Edelman Digital ,[object Object]

Dispersion of Authority,[object Object],30%,[object Object],Newspaper readership is down,[object Object],120+,[object Object],dailies shut down in 2009,[object Object],In the U.S., more people rely on the Internet ,[object Object],(40%),[object Object],for news than rely on newspapers,[object Object],(35%),[object Object],2,[object Object]

“Continuous Partial Attention”,[object Object],3,[object Object],79%of all adults are online—for an average of 33 hours per week,[object Object],People will watch 100 million videos on YouTube today,[object Object],People visit 114domains and visit2,500 Web pages each month,[object Object],1 in 10 Americans online are now on Twitter,[object Object]

Social is the New Normal,[object Object],4,[object Object],Two thirds of people online now use social networking or blogging,[object Object],YouTube is now the #2popular search engine,[object Object],Facebook users become “fans” of a particular company, brand, product or person 3.5 million times a day,[object Object],Twitter grew 1, 382% in last 12 months,[object Object]

The solution:Public,[object Object],Engagement,[object Object]

6,[object Object],Public engagement aims to advance shared interests in a world of interdependence,[object Object]

A key way forward: Digital Engagement,[object Object]

8,[object Object],Digital engagement is a continuous set of interactions, communications and the participatory behavior of individuals who seek connectivity, empowerment and real time interactivity through digital and social technologies.…leading to a more engaged constituency, loyal customers, brand affinity and measurable results.,[object Object]

Where Public & Digital Engagement Overlap,[object Object],9,[object Object],Public Engagement,[object Object],Digital Engagement,[object Object],Engagement happens on properties you own and properties you wish to influence,[object Object]

Continuous Engagement Leads To Trust,[object Object],10,[object Object]

Trust Increases with Seamless Visibility & Influences Actions,[object Object],11,[object Object],Paid,[object Object],Earned,[object Object],Action,[object Object],web,[object Object],Social,[object Object],Owned,[object Object],SeamlessVisibility,[object Object],Action,[object Object],Action,[object Object],mobile,[object Object],Action,[object Object]

Embassies, Ambassadors and Envoys and Public Engagement,[object Object],12,[object Object]

Your Starting Point: Mutual Gain,[object Object],The overarching goal of your social media initiative should be to engage individuals and groups around shared interests and inspire them to act for mutual gain. ,[object Object],13,[object Object]

Employee Engagement Can Support Digital Public Engagement,[object Object],14,[object Object]

Expertise, Employees & Peers Shape Our Decisions,[object Object],15,[object Object]

Programs Come in all Shapes & Sizes,[object Object],16,[object Object],Short-Lived Campaigns,[object Object],…or Brand & Business Models,[object Object],Engaging in the Digital Arena is Paramount to ANY Program’s Overall Relevance & Impact ,[object Object]

Home, Sweet Home.,[object Object],17,[object Object]

18,[object Object],Embassies: Your Home Away from Home,[object Object],Embassies are an established presence where interactions, conversations and participation are facilitated by one or more Ambassadors of the brand or organization who owns them.,[object Object]

Ambassadors Run Embassies and Build Bridges to the Local Community,[object Object],Embassies Should Be Built Where You Need Them,[object Object],19,[object Object]

Digital Embassies: Facebook,[object Object],20,[object Object]

Digital Embassies: Twitter,[object Object],21,[object Object]

Digital Embassies: YouTube,[object Object],22,[object Object]

Digital Embassies,[object Object],Are Not:,[object Object],[object Object]

Sponsored LinkedIn groupsAre:,[object Object],Facebook fan pages,[object Object],Branded channels on YouTube,[object Object],Sustained Twitter feeds,[object Object],Ongoing relationships,[object Object],23,[object Object]

Embassies Have Ambassadors. Outposts Need Envoys.,[object Object],Envoys are employees, agents or members of the public, who are willingly dispatched to properties that are not owned or controlled by the business, brand or organization. ,[object Object],24,[object Object]

Embassies Have Ambassadors. Outposts Need Envoys,[object Object],Envoys Are Deployed to Engage in Outposts,[object Object],25,[object Object]

Deploying Digital Embassies & Envoys,[object Object],26,[object Object]

27,[object Object],Values, Vision & Strategy,[object Object],Inputs,[object Object],Outputs,[object Object],Embassies,[object Object],EMBASSY PRESENCE & APLICATIONS,[object Object],AMBASSADOR & ENVOY ENGAGEMENT,[object Object],Ambassadors & Envoys,[object Object],Outputs,[object Object],Strategy,[object Object],Inputs,[object Object]

Deploying Digital Embassies & Envoys: Three Recurring Steps,[object Object],28,[object Object]

Listen First,[object Object],1. Listen & Explore,[object Object],Visibility Audit,[object Object],Conversation Audit,[object Object],Social Fitness Check-Up,[object Object],Internal,[object Object],External,[object Object],Influencer Identification (if not already done),[object Object],29,[object Object]

Develop A Comprehensive Strategy,[object Object],2. Synthesize,[object Object],Digital Compass,[object Object],Site & App Construction,[object Object],Q1 Content Calendar,[object Object],Ambassador Recruiting & On boarding,[object Object],Cross-Channel & Inter-Agency Coordination,[object Object],Monitoring, Moderation & Rapid Response Protocols,[object Object],30,[object Object]

Launch, Learn and Continually Iterate,[object Object],3. Activate, Evaluate and Sustain,[object Object],Phased Launch,[object Object],Alpha -> Envoys,[object Object],Beta ,[object Object],Implement Real Time Monitoring & Moderation,[object Object],Optimize Content For Action & SEO,[object Object],Expand Ambassadors,[object Object],Measure & Report Results vs. Baseline Benchmarks,[object Object],31,[object Object]

A Plan for Building Social Media,[object Object],CRAWL,[object Object],WALK,[object Object],RUN,[object Object],FLY,[object Object],Prepare,[object Object],Engage,[object Object],Advocate,[object Object],Protect,[object Object],32,[object Object],Web site,[object Object],Audit,[object Object],Monitoring,[object Object],Training,[object Object],Crisis Communications,[object Object],Search,[object Object],Advertising,[object Object],Content development,[object Object],Influencer Outreach,[object Object],Social media,[object Object],Ally development,[object Object],Sponsorships,[object Object],Leadership blog,[object Object],Crowdsourcing,[object Object],Digital Advocacy,[object Object],Mobile,[object Object]

WALK,[object Object],CRAWL,[object Object],RUN,[object Object],FLY,[object Object],Champions,[object Object],Spectators & Joiners,[object Object],Creators,[object Object],Collectors & Critics,[object Object],Read blogs, forums and comments,[object Object],Watch videos or listen to podcasts,[object Object],Join a social network,[object Object],Use RSS feeds,[object Object],Tag photos and web content,[object Object],Post ratings & reviews,[object Object],Add comments,[object Object],Forward news and information,[object Object],Blog or Tweet,[object Object],Upload photos, videos & podcasts,[object Object],Write and post articles,[object Object],Create a web site ,[object Object],Form a social networking group,[object Object],CoTweet,[object Object],Crowdsourcing,[object Object],OpenID/ Facebook Connect,[object Object],Distributed content,[object Object],Serialized content,[object Object],Advocacy engagement,[object Object],And Have A Plan For Your People To Do The Same,[object Object],33,[object Object]

AXE,[object Object],34,[object Object],Public Engagement,[object Object],Digital Engagement,[object Object]

IRD Social Media Summit: Intro to Social Media

IRD Social Media Summit: Intro to Social Media

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IRD Social Media Summit: Intro to Social Media