twitter, trump and trends

LAURA LEE DOOLEY

TWITTER, TRUMP AND

TRENDSWRI Communication Curriculum

SESSION OUTLINE

• Social Media Overview and Trends

• State of WRI Social

• 10 Social Strategy Rules

• From Social Campaigns to Movements

SOCIAL MEDIA

OVERVIEW AND TRENDS

SOCIALNOMICS

2017

youtu.be/PWa8-43kE-Q

ambient awareness … and presenceGraphic by Peter Cho

http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpg

… organizing online conversations …“Listening Post” installation by by Mark Hansen and Ben Rubin

Social media

is all about relationships,

trust, and interaction.

People like doing business with

people they know …

… and love doing business with

people they trust.

Edelman Trust Barometer 2008

TRUST is

personal . . . requires risk-taking . . . about relationships, not transactions

. . . based on being willing to put the other’s needs first.

Photo Source: Joy Ito / Flickr

5 attributes

that drive users to insist on specific brands

EmotionalConnection

BUILDING AND SUSTAINING TRUST

Based on Creating Brand Insistence by the Blake Project, 2007

“POST-TRUTH”

relating to or denoting

circumstances in which

objective facts are less

influential in shaping

public opinion

than appeals to

emotion and

personal

belief.

bit.ly/2sgF7pY

MEDIA MANIPULATION BY TROLLS

• The use of deliberately offensive speech

• Aversion toward sensationalism in the

mainstream media

• The desire to create emotional impact in

targets

• The preservation of ambiguity

Media Manipulation and Disinformation Online | datasociety.net

SOCIAL MEDIA ACCOUNTABILITY

bit.ly/2t5ydCa | bit.ly/2t5H3Qg

New U.S. Visa Supplemental Questionnaire Form DS-5535

SIGNS OF HOPE

https://flic.kr/p/RdnQs7

FINDING TRUTH IN A POST-TRUTH WORLD

https://youtu.be/mozxTk3Brqw

STATE OF WRI SOCIAL

How are we doing?

WRI STAKEHOLDER SURVEY 2017

METHODOLOGY

• Online survey, April 4-17

• Random sample of 22,906 WRI stakeholders

– newsletter recipients

– others identified by senior leaders

• Response rate 3%

• Margin of error +/- 4%


57%66%69%71%75%79%

96%

Other emailednewsletters

WRI posts onsocial media

WRI DigestAnnual ReportWRI eventsWRI blog postsWRI's website

WEBSITE BEST KNOWN, SMALLER NEWSLETTERS LEASTFor each of the following communications products, please tell us whether you are aware of it.


35%

24%

18% 18%

13%8% 6%

WRI Digest WRI's website Other emailednewsletters

WRI blog posts WRI posts onsocial media

WRI events Annual Report

DIGEST USED MOST OFTEN; ANNUAL REPORT, LEASTFor each of the following products, please tell us whether you are aware of it and/or how useful you find it to be

Excludes those who are not aware of them.

SURVEY: YOUR ACTIVE ACCOUNTS

What social media sites are you engaged in?

10 SOCIAL STRATEGY RULES

invisible.

ignored.

unheard.

passed by.

distrusted.

SOCIAL STRATEGY RULE #1.

DO IT!

Photo credit: qwrrty/flickr

Be present or be

12%

41%

57%

72%

86%78% 80% 83%

88%84%

90%86%

8% 6%

17%

27%

44%

53%60%

67%73%

77% 77% 80%

5% 3% 6% 9%

22%

33%37%

43%

52% 52% 51%

64%

2% 0% 1% 2%7%

11% 13%19%

26% 27%35% 34%

7%11%

18%25%

38%46%

50%55%

62% 62% 65%69%

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Social Networking Site Use By Age Group, 2005-2016% Of Internet Users In Each Age Group Who Use Social Networking Sites

18-29 30-49 50-64 65+ All Adults

SOCIAL NETWORK USER GROWTH IN THE U.S.

Pew Internet | pewinternet.org/fact-sheet/social-media

TIME WITH DIGITAL

0.2 0.3 0.4 0.3 0.3 0.3 0.3 0.4 0.4

2.22.3

2.4 2.6 2.5 2.3 2.2 2.2 2.2

0.30.3

0.40.8

1.62.3 2.6

2.83.1

0

1

2

3

4

5

6

2008 2009 2010 2011 2012 2013 2014 2015 2016

Hours Spent Per Adult User per Day with Digital Media, USA

Other Connected Devices Desktop or Laptop Mobile

Kleiner Perkins | kpcb.com/InternetTrends

35

45

49 48

53 52

6365

67

29

3537

4346

48

60 60 60

GovernmentOfficial

Board of Directors CEO NGOrepresentative

Financial industryanalyst

Employee A person like you Academic expert Technical expert

Peers are Now as Credible as Experts

2016 2017

EDELMAN TRUST BAROMETER 2017

www.edelman.com/trust2017


DEVELOP A ROADMAP

Photo credit: flickr/Editor B

“Begin with the end in mind.

Mental creation precedes

physical creation.”

Stephen Covey (Habit 2)

SOCIAL STRATEGY RULE #2:

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?

WRI Social Media Accounts and Strategy - Overview - http://bit.ly/wrisocial

SOCIAL MEDIA GUIDELINES: WRI VALUES

• Independence – Clarify that your opinions are your ownOur effectiveness depends on work that is uncompromised by partisan politics, institutional or personal

allegiances, or sources of financial support.

• Innovation – Communicate for impactTo lead change for a sustainable world, we must be creative, forward-thinking, entrepreneurial, and adaptive.

• Integrity – Be honest about who you are and what you postHonesty, candor and openness must guide our work to ensure credibility and to build trust.

• Respect – Be humble and respectful in all communicationOur relationships are based on the belief that all people deserve respect.

• Urgency – Respond quickly (but appropriately)We seek the greatest impact by responding swiftly, decisively, and strategically to opportunities and challenges.

GUIDELINES - WRISocialMediaGuidelines.doc - http://bit.ly/kvSZSw

GREEN

Always permissible yet subject to existing project and

objective review processes

YELLOW

Used in selected circumstances.

Requires caution and approval

RED

WRI does not undertake these activities.

POLICY RESEARCH

• Policy analysis and recommendations

• Legislative analysis

• Information, data & trends provision

• Pure research with no policy or practical link

• Design/game research to achieve a given result

• Suppress research results that are inconsistent with a

desired outcome

COMMUNICATIONS

•

• Press and media outreach

• Program-related blogs

• Write articles in non-WRI publications

• Other communication channels such as radio, video and

social media

• Paid advertising • Media commentary on issues that we do not work on

(exception for WRI President)

• Personal political commentary on blogs with WRI

affiliation

INFLUENCE STRATEGIES

•

• Testimony before legislative and judicial bodies

• Form purpose built networks, partnerships, and alliances

(NGO, private sector, etc.)

• Demonstration projects/practical solutions

• Develop standards, protocols & assessment tools

• Business engagement

• Convening

• Capacity building

• Legislative lobbying

• Join political alliances that include negotiated

agreements and policy positions, e.g. USCAP

• Consulting

• Participating in government delegations to international

negotiations

• Mass mobilizing individuals to take legislative action

(this does not apply to our partners who may do this)

• Add WRI’s name to sign-on letters that express a multi-

group or community position (exception for WRI

president)

• Public demonstrations, attack advocacy

• Joining as a party to litigation

• Involvement in electoral politics

WRI’S APPROACH

intranet.wri.org/content/wri-ways-and-means

POP QUIZ 1 OF 3: WHAT DO YOU DO?

• You meet a person at an event who you like and

collaborate well with.

• The person sends you a Facebook friend request.

• You use Facebook privately, to stay connected to friends

and family.

• Your only relationship with the person is through work.

You enjoy their company and think it would be great to

get to know them better.

Screenshot from the film Speed

RULE OF THUMB FOR CONNECTING

• Connect with people you know.

• Connect with people you trust.

• Connect with people who have something to say

that you want to hear.

• Connect with those you want to influence.



• Your boss notices that other WRI projects and programs

have social media accounts.

• Your boss asks you to create a new social media

account for your project.


NO NEW WRI SOCIAL MEDIA ACCOUNTS

• Well-defined purpose?

• Audience?

• Strategy?

• Long-term maintenance?

• Relevant differentiation?

• Can we leverage existing accounts?

• Approval from Laura Lee Dooley



• You post some data about a WRI issue on Twitter and

highlight its importance.

• Someone on Twitter aggressively challenges your data

and conclusions.

• They tweet at you multiple times and begin sharing data

that has already been disproven by scientific literature.


DON’T FEED THE TROLLS



LISTEN FIRST

Photo credit: flickr/xslim

“Seek first to understand,

then to be understood.”

Stephen Covey (Habit 5)

marketoonist.com/2012/08/types-of-social-media-strategies.html

Social media listening should be active and interactive

RESP

ON

D

SOCIAL LISTENING FLOWCHARTD

ISC

OV

ER

YES

YES

EVA

LUA

TE

YES

NO

NO

NO

NO

NO

NO

YES

YES

YES

YES

YES

Adapted from The United States Air Force Web Posting Response Assessment

POSTINGHas someone discovered a

post about WRI? Is it

positive or balanced?

“TROLL”Is this a site dedicated to

bashing and degrading

others?

“RAGER”Is this post a rant, rage, joke

or satirical in nature?

“MISGUIDED”Are there erroneous facts in

the posting?

“UNHAPPY FAN”Is the posting a result of a

negative experience?

CONCURRENCEA factual and well-cited response, which may agree or disagree with

the post, yet is not factually erroneous, a rant or rage, bashing or

negative in nature. You can concur with the post, let stand, or

provide a positive review. Do you want to respond?

MONITOR ONLYAvoid responding to specific posts,

monitor site for relevant information and

comments. Notify Communications.

FIX THE FACTSDo you wish to respond with factual

information directly with an infographic

and/or link?

RESOLVE ISSUECan you rectify the situation and act

upon a reasonable solution?

LET STANDLet the post stand – No

response.

FINAL EVALUATIONWrite response for current circumstances

only. Will you respond?

RESPONSE CONSIDERATIONS

TRANSPARENCY

Disclose your WRI connection.

SOURCING

Cite your sources by including hyperlinks,

images, video or other references.

TIMELINESS

Don’t rush responses, but don’t leave it

too long and make things worse.

TONE

Respond in a tone that reflects WRI’s

values and non-partisan nature.

http://viralinnature.com/the-united-states-air-force-web-posting-response-assessment


GO WHERE YOUR

AUDIENCE IS

Photo credit: flickr/stignygaard

If you build it, they won’t necessarily come.

TOP SOCIAL NETWORKS– JANUARY 2017

vincos.it/world-map-of-social-networks

2ND LEVEL SOCIAL NETWORKS – JAN 2017

vincos.it/world-map-of-social-networks

3,700

1,940

700

540

500

317

Email

Facebook

Instagram

Google+

LinkedIn

Twitter

Monthly Active Users (Millions)

SOME STATS

Data as of December 2016

• CURRENT information (including email!)

• Google yourself

• Review privacy settings

• Change passwords periodically


KEEP YOUR PROFILE

UPDATED

Photo by Juanjo Carvajal/Flickr

POSTING FREQUENCY

coschedule.com/blog/how-often-to-post-on-social-media/

Ahalogy suggests posting to Facebook no more

than once a day is best or you’ll start to feel

spammy. Curate or reshare a post every other day.

Quick sprout found that most retweets happen

within an hour after tweeting, so a higher daily

frequency is best. Retweet or curate about seven

tweets a day.

LocalVox says that once a day should be the most

you share to LinkedIn. Curate or reshare a post

every other day.

POSTING FREQUENCY

coschedule.com/blog/how-often-to-post-on-social-media/

Buffer says that major brands share on Instagram

an average of 1.5 times a day, but not more. If you

share two posts a day, curate one of them.

Constant Contact says to share on Google+ a

minimum of three times a week while 10 times per

week should be your maximum.

Ahalogy sees the best results with 15-30 Pins per

day when spread out throughout the day. Repin or

curate at least five pieces of content from others

every day. Some suggest sharing 80% of your Pins

from other sources than your own blog, which would

be about 9 Pins out of your 11.

“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

Photo credit: flickr/waltstoneburner


BUILD YOUR SOCIAL CIRCLE

General Issue-Specific

Objective

Profile pic, title,

organization, URL, location,

bio. Do you know them?

Do they follow you? Have

they @mentioned you or

shared your content?

InferredWho do they follow? Are

they active in conversation?

Who follows them and

shared their content? What

do they post about?


ESTABLISH YOUR BRAND

Photo by Hazat/Flickr

It is not about you.

It is about the value

you bring to others.

PERSONAL BRANDING

“All of us need to understand the

importance of branding. We are

CEOs of our own companies: Me

Inc. To be in business today, our

most important job is to be head

marketer for the brand called

You.”Tom Peters

Author, speaker, professional agitator, labeled

the Red Bull of management thinking

tompeters.com | @tom_peters

ONLINE BRAND ELEMENTS

• Appearance

• Areas of Interest

• Areas of Knowledge

• Skills and Abilities

• Communication Style

• Community Size

• Community Engagement

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 …

EXERCISE: SIX WORD STORY

“For sale: baby shoes, never worn.”

“Rapunzel! I am slipping! A wig?!”

“Artificial limb. Bungie jump. Bad idea.”

Climate action now! “WRONG!” tweets Trump.

Write a WRI-related six word story.

thewritepractice.com/six-word

VIDEO: HOW (AND WHY) DONALD TRUMP TWEETS

youtu.be/geEVwslL-YY

TWITTERMASTER TRUMP

• Immediacy (right now)

• Transparency (unvarnished expression)

• Risk (rather than caution)

The Hill | bit.ly/2t55X2h

PUBLIC POLICY AND ACCESS

www.youtube.com/watch?v=geEVwslL-YY

“It’s not policy. It’s social media.”

Sebastian Gorka, Deputy

Assistant to the President

“POTUS Tweets are official

statements.”Sean Spicer, White House

Press Secretary

The 9th Circuit’s travel

ban ruling declares the

president’s Twitter feed is

a legally binding stream of

consciousness.

Slate.com, 12 Jun 2017

MICRO-CONTENT IS KING


KNOW YOUR COMMUNITY

Photo by David Shankbone/Flickr

Who are your …

• Fans

• Followers

• Readers

• Repeaters

• Subscribers

• Advocates

• Free agents

Pre-contemplation Contemplation Action (Maintenance)Positioning – where audience is now vs. where you want them to be


TAKE TIME TO ENGAGE

“It’s not enough to be busy,

so are the ants. The

question is, what are we

busy about?”

Henry David Thoreau

Photo by what_i_see/FLickr

SOCIAL MEDIA TIME MANAGEMENT

Monitoring & Research80%





Initiating20%

Initiating20%

Creating40%

Responding20%

Responding20%

Responding20%

Measuring20%

Measuring20%

Measuring20%

Measuring10%

Measuring20%

Passive

Responsive

Engaged

Creating 1

Creating 2

Source: Amber Naslund

Tota

l Tim

e C

om

mit

me

nt


Measure and Track

“Measurement is your map, and

metrics are your signposts.”

Beth Kanter,Katie Delahaye Paine

MEASURING SOCIAL MEDIA ENGAGEMENT

Key Performance Indicators (KPIs)

– Growth, Likes, Shares, Comments, Posts

– Applause RateWhat the audience likes and what they don’t

– Amplification RateWhat pieces of content (type) cause amplification?

– Conversation RateAre you having meaningful conversations with your audience?

– Economic Value

Community KPI’s - http://bit.ly/2lKbIPI (Avinash Kaushik)

http://bit.ly/2lKbIPI

Twitter

Twitter

Twitter

Twitter

Twitter

Twitter

Twitter

Twitter

Facebook

Facebook

Facebook

Facebook

Facebook

Facebook

Google+

LinkedIn

LinkedIn

LinkedIn

LinkedIn

LinkedIn

LinkedIn

LinkedIn

LinkedIn

Instagram

Instagram

Instagram

Instagram

Conversation Rate

Amplification Rate

Applause Rate

Posts

Comments

Shares

Likes

Followers

Twitter Facebook Google+ Pinterest LinkedIn Instagram

MEASURING SOCIAL MEDIA PERFORMANCE

TrueSocialMetrics.com | Data for WRI main accounts: Jan-Mar 2017

GRADE YOUR TWITTER ACCOUNT

grader.hootsuite.com

UPCOMING: WRI ANALYTICS WORKSHOP

• 2 hour workshop

• Staff present tools, tactics, techniques: How do you measure success?

• Discussion on challenges, successes, lessons learned, and opportunities for collaboration

• Open to anyone wanting to participate

• Date TBA

Interested? Contact Laura Lee Dooley and Billie Kanfer

FROM CAMPAIGN TO

MOVEMENT

SOCIAL OUTREACH PLANNING HELP

• http://intranet.wri.org/page/social-media

• WRI RESOURCE - So my blog has been posted. Now

what? - http://bit.ly/2auvCNH

• WRI STRATEGY - Short-Term Basic Social Media

Outreach Planning Guide - http://bit.ly/x8MBWv

• WRI TEMPLATE - Social Media Guide Outline -

http://bit.ly/1JMi33U

intranet.wri.org/page/social-media

http://intranet.wri.org/page/social-media

http://bit.ly/2auvCNH

http://bit.ly/x8MBWv

http://bit.ly/1JMi33U

http://intranet.wri.org/page/social-media

SOCIAL CAMPAIGN GUIDANCE

1. Campaign Title, Embargo Date and Contact

2. Summary of Campaign. What is the purpose, who is the audience, what impact do we want to see as a result of this campaign?

3. Key Messages/Findings. One strong message that is clear, concise and memorable is more likely to get shared.

4. Data/Key Facts

5. Suggested Tweets and Posts. Include any relevant hashtags.

6. Multimedia Resources. You can use the social media graphic template or any design that reflects WRI’s brand. Include links to any images you select for use.

7. Email. Draft email text and strategy to constituents.

8. Metrics. What are some of the metrics you will collect? What tools will you use to collect them?

WRI Template: Social Media Guide - http://bit.ly/1JMi33U

Help us, help you! Partner with Core Communications Social Media Team

WEAK SOCIAL CAMPAIGN

• Poor targeting

• Inefficient tracking system– See, HOWTO: Add Google Campaign Tracking Code - http://bit.ly/11hnBer

• Weak title

• Bad landing page

• Lack of quality images

• Lack of engagement

Adweek | bit.ly/2t5zWHE

http://bit.ly/11hnBer

WAYS TO IMPROVE SOCIAL CAMPAIGNS

• Clear goals

• Clear messaging

• Right tools and tactics

• Engaging visuals

• Connect with community prior to release

• Opportunity for community to engage

TIPS FOR TWITTER

1. 90-100 characters (100-120

with hashtags and links)

2. Relevant hashtags

3. Include an image and link

4. Shortened URL

5. Use brief but compelling /

provocative / inspirational

language

6. Make content relevant to your

audience

7. Avoid too much self-promotion

8. Strategically target influencers

TWITTER CONTENT QUESTIONS

• Is it to the point?

• Is the hashtag necessary, useful and memorable? Does

it need to be unique?

• Is the image attached engaging, informational?

• Does the voice sound authentic? Will it resonate with the

Twitter audience?

Adapted from Gary Vaynerchuk. 2013. Jab, Jab, Jab, Right Hook (Vayner Media)

http://www.amazon.com/Jab-Right-Hook-Story-Social/dp/006227306X

A WORD ABOUT HASHTAGS

bit.ly/2t5vyIn

2X

Tweets with

hashtags receive

two times more

engagement than

those without

hashtags.

Tweets with one or

two hashtags have 21

percent higher

engagement than

those with three or

more hashtags.

Tweets that use

more than two

hashtags show a

17 percent drop

in engagement.

17%21%

Facebook posts

without hashtags

get more

interaction than

posts with

hashtags.

WRI SOCIAL MEDIA TEMPLATE

Contact Laura Lee Dooley for Social Media Template Training

TIPS FOR FACEBOOK

1. Have a clear goal

2. Ask for engagement

3. Tell a [brief] story

4. Include a photo and link

5. Use brief but compelling /

provocative / inspirational

language

6. Avoid too much self-promotion

7. Native videos get 6x more

engagement than embedded

YouTube videos

8. Don’t rely on hashtags

blog.hubspot.com/marketing/anatomy-of-al-facebook-post

FACEBOOK CONTENT QUESTIONS

• Is the text too long?

• Is this content provocative, entertaining or surprising?

• Is the associated image meaningful and engaging?

• Is the logo clearly visible?

• Have we chosen the right format for this post?

• Is the call to action in the right place?

• Is this interesting in any way, to target audience/anyone?

• Are we asking too much for the person consuming the

content?Adapted from Gary Vaynerchuk. 2013. Jab, Jab, Jab, Right Hook (Vayner Media)

http://www.amazon.com/Jab-Right-Hook-Story-Social/dp/006227306X

TIPS FOR FACEBOOK ADS

www.entrepreneur.com/article/250889

BROADER WRI SOCIAL CAMPAIGNS

storify.com/worldresources/shiftingdiets | storify.com/worldresources/climategovernance

#ShiftingDiets #ClimateGovernance

5 PHASES OF MOVEMENT MARKETING

1 Strategy

2 Declare

3 Provoke & Unite

4 Scale (Go MASSive)

5 Sustain Commitment

youtu.be/HKUQloTjdOU

TURN AN SM CAMPAIGN INTO A MOVEMENT

1. Pick a cause you believe in

2. Define the goals of the campaign

3. Show what the cause means to you

4. Help others share their story

5. Select the right social media tools

#StartAMovement

6. Encourage, nurture, enhance (long-term)

The Guardian | bit.ly/2t5DyJt

“MOVEMENTS start out with just a small group of people who

believe passionately in something and they can end up changing the culture…around

the world.”- Ted Goodson

Author, Uprising

CREATING A MOVEMENT

“A product by itself does not a movement make. People tend to gather and rally

around ideas, and usually those ideas have to be expressed in a certain way to get folks

fired up. This is the reason why social movements are often associated with iconic

images, symbols, or flags; it’s also the reason why many movements develop

rallying cries, phrases and words that come to mean something very deep to

the people within the movement.”Scott Goodson

Author, Uprising

scottgoodsonsuprising.com

money.cnn.com/2017/06/22/technology/facebook-zuckerberg-interview/index.html

ANY QUESTIONS?

youtu.be/rS00xWnqwvI