ird social media summit: intro to social media
DESCRIPTION
presentation by Steve Rubel, EdelmanTRANSCRIPT
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Advancing Shared Interests with Digital Embassies, Ambassadors & EnvoysSteve Rubel, SVP, Edelman Digital
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Newspaper readership is down 30%dailies shut down in 2009120+In the U.S., more people rely on the Internet (40%)
(35%)for news than rely
on newspapers
Dispersion of Authority
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“Continuous Partial Attention”79% of all adults are online—
for an average of 33 hours per week
People will watch 100 million videos on YouTube today
People visit 114 domains and visit 2,500 Web pages each month
1 in 10 Americans online are now on Twitter
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Social is the New Normal
Two thirds of people online now use social networking or blogging
YouTube is now the #2 popular search engine
Facebook users become “fans” of a particular company, brand, product or
person 3.5 million times a day
Twitter grew 1, 382% in last 12 months
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PHOTO GOES HERE
THE SOLUTION:PUBLIC
ENGAGEMENT
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Public engagement aims to advance shared interests
in a world of interdependence
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PHOTO GOES HERE A KEY WAY
FORWARD: DIGITAL
ENGAGEMENT
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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.
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Where Public & Digital Engagement Overlap
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Public Engagement
Digital Engagement
Engagement happens on properties you own and properties you wish to influence
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Continuous Engagement Leads To Trust
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Trust Increases with Seamless Visibility & Influences Actions
Paid Earned
SocialOwned
SeamlessVisibility
ActionAction
Action
Action
web
mobile
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Embassies, Ambassadors and Envoys and Public Engagement
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Your Starting Point: Mutual Gain
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.
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Employee Engagement Can Support Digital Public Engagement
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Expertise, Employees & Peers Shape Our Decisions
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Programs Come in all Shapes & Sizes
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Short-Lived Campaigns …or Brand & Business Models
Engaging in the Digital Arena is Paramount to ANY Program’s Overall Relevance & Impact
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Home, Sweet Home.
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Embassies: Your Home Away from HomeEmbassies are an established presence where interactions, conversations and participation are facilitated by one or more Ambassadors of the brand or organization who owns them.
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Ambassadors Run Embassies and Build Bridges to the Local Community
Embassies Should Be Built Where You Need Them
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Digital Embassies: Facebook
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Digital Embassies: Twitter
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Digital Embassies: YouTube
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Digital Embassies
Are:• Facebook fan pages
• Branded channels on YouTube
• Sustained Twitter feeds
• Ongoing relationships
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Are Not:• Event Pages• One-off Videos• Tweet-Vites• Sponsored LinkedIn groups
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Embassies Have Ambassadors. Outposts Need Envoys.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.
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Embassies Have Ambassadors. Outposts Need Envoys
Envoys Are Deployed to Engage in Outposts
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PHOTO GOES HEREDEPLOYING
DIGITAL EMBASSIES &
ENVOYS
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Inputs Values, Vision & Strategy Outputs
EMBASSY PRESENCE & APLICATIONS
AMBASSADOR & ENVOY ENGAGEMENTAmbassadors & Envoys
Embassies
Inputs Strategy Outputs
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activate &evaluate
• Engage in real time with content optimized to maximize participation, action and mutual value creation.
synthesize
• Build the foundation for sustained engagement based on shared interests and mutual gain.
listen &
explore• Gather the data needed
to establish benchmarks and inform strategy.
Deploying Digital Embassies & Envoys: Three Recurring Steps
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Listen First
1. Listen & Explore• Visibility Audit
• Conversation Audit
• Social Fitness Check-Up
• Internal
• External
• Influencer Identification (if not already done)
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Develop A Comprehensive Strategy
2. Synthesize• Digital Compass
• Site & App Construction
• Q1 Content Calendar
• Ambassador Recruiting & On boarding
• Cross-Channel & Inter-Agency Coordination
• Monitoring, Moderation & Rapid Response Protocols
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Launch, Learn and Continually Iterate
3. Activate, Evaluate and Sustain• Phased Launch
• Alpha → Envoys• Beta
• Implement Real Time Monitoring & Moderation
• Optimize Content For Action & SEO
• Expand Ambassadors
• Measure & Report Results vs. Baseline Benchmarks
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CRAWL WALK RUN FLY
Prepare Engage AdvocateProtect
A Plan for Building Social Media
Web site
Audit
Monitoring
Training
Crisis Communications
Search
Advertising
Content development
Influencer Outreach
Social media
Ally development
Sponsorships
Leadership blog
Crowdsourcing
Digital Advocacy
Mobile
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WALKCRAWL RUN FLY
Read blogs, forums and comments
Watch videos or listen to podcasts
Join a social network
Use RSS feeds
Tag photos and web content
Post ratings & reviews
Add comments
Forward news and information
Blog or Tweet
Upload photos, videos & podcasts
Write and post articles
Create a web site
Form a social networking group
CoTweet
Crowdsourcing
OpenID/ Facebook Connect
Distributed content
Serialized content
Advocacy engagement
Spectators & Joiners Creators ChampionsCollectors & Critics
And Have A Plan For Your People To Do The Same
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AXE
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Public Engagement Digital Engagement
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SC Johnson/Glade
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Public Engagement Digital Engagement
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Nutro
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Public Engagement Digital Engagement
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Summary
• Public & digital engagement work together
• Engagement leads to trust
• Trust increases visibility and influences actions
• Ambassadors and envoys are deployed against paid, earned, owned and social properties
• Initiatives lead with strategy followed by tactics
• Programs are measured, benchmarked and improved continually over time in a sustainable fashion
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Engagement
Trust
Influence
Action