ASMI: Engagement and Brand

Engagement & Brand Sentiment

Online Engagement Marketing

ASMIweb.com – 1/29/2010

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 1

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

WRI Strategy of Engagement

Casual Information Seeker

Ambassador/Evangelist

Partner/Donor

Consumer Marketer (WOMM)

Repeat Visitor

tionsh

Branding

http://twitter.com/apluskhttp://www.facebook.com/Ashton

http://www.bing.com/videos/watch/video/kutcher-catapults-violinist-to-twitter-fame/

6wi3bcs

ASMIweb.com – 1/29/2010 8

http://beth.typepad.com/beths_blog/2008/08/how-long-does-i.html

http://www.shirky.com/http://www.ted.com/speakers/clay_shirky.html

http://www.vimeo.com/4428120

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

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

ASMIweb.com – 1/29/2010 13

Edelman Trust Barometer 2008

People like doing business with people they know …

… and love doing business with people they trust.

TRUST is personal . . . requires risk-taking . . . about relationships, not

transactions . . . based on being willing to put the other’s needs first.ASMIweb.com –

1/29/2010Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 15

Your brand is the sum of many partsASMIweb.com – 1/29/2010

WRI Values

Independence Innovation IntegrityRespectUrgency

Social Media Values

Engagement

1. Garbage offline = garbage online

http://www.colbertnation.com/the-colbert-report-videos/220019/june-29-2009/jeff-goldblum-will-be-missed

2. Not about broadcasting message

http://www.youtube.com/watch?v=D3qltEtl7H8

3. Convey a humbling vision

http://www.chrisbrogan.com/http://twitter.com/chrisbrogan

4. Overcome your fear of feeling

http://www.agoodmanonline.com

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

Elements of a Good Story

Compelling title Intriguing lead or hookPhotos specific to the contentCharacter-drivenCall to action

Roger Burks, MercyCorps

5. Lighten up, please

6. Keep it simple, silly.

7. Invest in familiar tools

TwitterFacebookLinkedInYouTube/VimeoSlideShareFlickrEmailGoogle Suite

Remember the information superhighway?

Welcome to twitter …

ASMIweb.com – 1/29/2010 34

“In 5 years time your company will

be completely dependent on a technology that

hasn’t been invented yet.”

Measuring Sentiment

PRESENCE

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.

ASMIweb.com – 1/29/2010 40

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

Strategy

43ASMIweb.com – 1/29/2010

Start by listening: What to listen for

10. Complaint9. Compliment8. Problem7. Question of

inquiry6. Campaign

impact5. Crisis4. Competitor3. Crowd2. Influencer1. Point of need

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

Some measurement tools

twitter.com/worldresourcesASMIweb.com – 1/29/2010

twittercounter.comASMIweb.com – 1/29/2010

twitter.mailana.com (@petewarden)ASMIweb.com – 1/29/2010

AUTHORITY: Followers, frequency, @replies

www.twitalyzer.com (User)ASMIweb.com – 1/29/2010

www.twitalyzer.com (Brand)ASMIweb.com – 1/29/2010

www.twitalyzer.com (Search)ASMIweb.com – 1/29/2010

search.twitter.comASMIweb.com – 1/29/2010

retweetist.comASMIweb.com – 1/29/2010

… but it’s not just about retweets ASMIweb.com – 1/29/2010

backtweets.comASMIweb.com – 1/29/2010

tweetake.comASMIweb.com – 1/29/2010

Tweetup/MeetupASMIweb.com – 1/29/2010

WRI Facebook GroupASMIweb.com – 1/29/2010

WRI Facebook PageASMIweb.com – 1/29/2010

WRI Facebook Page: Insights AnalyticsASMIweb.com – 1/29/2010

WRI Facebook CauseASMIweb.com – 1/29/2010

www.socialmention.com

www.radian6.com ($) ASMIweb.com – 1/29/2010

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

The UNMeasurable?

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute ASMIweb.com – 1/29/2010 74

Metrics lessons learned

. . . online engagement obstacle . . .ASMIweb.com – 1/29/2010

… build knowledgebase of data . . .ASMIweb.com – 1/29/2010

. . . go beyond up and to the right . . .ASMIweb.com – 1/29/2010

. . . measure interactive conversation . . .ASMIweb.com – 1/29/2010

. . . success stories, relationships . . .ASMIweb.com – 1/29/2010

. . . measure against . . .1) self 2) similar 3) community

. . . measure your contribution . . .ASMIweb.com – 1/29/2010

. . . listen + share + measure = TIME . . . ASMIweb.com – 1/29/2010

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

delicious.com/lldoolj2 (TAG: asmi-engagement)ASMIweb.com – 1/29/2010

Laura Lee S. DooleyOnline Engagement StrategistWorld Resources Institute (www.wri.org)twitter.com/worldresourcestwitter.com/lauraleedooleylauralee@wri.orgASMIweb.com – 1/29/2010 91

ASMI: Engagement and Brand

Education

Transcript of ASMI: Engagement and Brand

Managing ASMI Power6

T329 Asmi Web

Scaling Social Media Brand Engagement

Alterian brand engagement study

ASMi-52L Ver. 2.01 – 2010 Slide 1 ASMi-52L v.2.01 GA.

ECG: Interpreting ASMI

Mig33 brand partner engagement presentation

Brand Engagement Model & Study 2012

Brand Engagement through social media

Consumer Brand Engagement in Social Media: A Pre ...lup.lub.lu.se/.../Tunca_Consumer_Brand_Engagement... · brand engagement and self-brand connection constructs. Further exploratory

Brand Personality and Brand Engagement - North American Business Press

Brand Engagement & Its Importance

Module 4 Opening Brand Engagement

Asmi overseas

ASMI - Download

BRAND ENGAGEMENT - think.storage.googleapis.comthink.storage.googleapis.com/docs/brand-engagement...age_research... · VP-research director serving CMO professionals at Forrester

ASMI 52 Manual

Culture and engagement: branding from the inside out. Brand Breakfast: internal brand engagement, 28 January 2015

ASMI Operations Guide

Twinkies Brand Engagement Strategy