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

Rela

tionsh

ip



Branding





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

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

6wi3bcs

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

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

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

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

3. Convey a humbling vision



12:1



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

4. Overcome your fear of feeling



http://www.agoodmanonline.com

http://www.agoodmanonline.com/green.html

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





http://www.youtube.com/watch?v=hOdnMgRv6iE

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


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




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/[email protected] – 1/29/2010 91

ASMI: Engagement and Brand

Education

Transcript of ASMI: Engagement and Brand