The document discusses online engagement and brand sentiment. It provides an overview of the World Resources Institute's strategy for online engagement, which focuses on establishing different levels of relationships with users from partners to casual information seekers. It also discusses metrics for measuring engagement and sentiment across various social media platforms like Twitter, Facebook, and LinkedIn. Key performance indicators mentioned include retweets, likes, comments, shares, and follower/friend counts.

1. Online Engagement Marketing Engagement & Brand Sentiment ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 1

2. www.wri.org ASMIweb.com – 1/29/2010 2 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

3. delicious tags for World Resources Institute ASMIweb.com – 1/29/2010 3 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

4. Partner/Donor Ambassador/Evangelist Relationship Consumer Marketer (WOMM) Repeat Visitor Casual Information Seeker WRI Strategy of Engagement ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 4

5. Branding ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 5

6. ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 6

7. ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 7 http://twitter.com/aplusk http://www.facebook.com/Ashton http://www.bing.com/videos/watch/video/kutcher-catapults-violinist-to-twitter-fame/6wi3bcs

8. Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute ASMIweb.com – 1/29/2010 8 http://beth.typepad.com/beths_blog/2008/08/how-long-does-i.html

9. ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 9 http://www.shirky.com/http://www.ted.com/speakers/clay_shirky.htmlhttp://www.vimeo.com/4428120

10. Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 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 … ” "It's not just about delivering content to members, it's about the convening power to help members discover each other." "The intention of users has more impact than the intention of the designers." “… tools are not socially interesting until they become technologically boring” "We spend more time figuring out whether something is a good idea than we would have just trying it." “The loss of control you fear is already in the past. Go after the value this environment makes possible.” “Fail informatively - Fail like crazy”

11. 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 ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 11

12. ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 12 http://www.youtube.com/watch?v=ntyXvLnxyXk

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

14. People like doing business with people they know … … and love doing business with people they trust. Edelman Trust Barometer 2008 ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 14

15. TRUST is personal . . . requires risk-taking . . . about relationships, not transactions . . . based on being willing to put the other’s needs first. ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 15

16. ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 16

17. Your brand is the sum of many parts ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 17

18. WRI Values Independence Innovation Integrity Respect Urgency ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 18 Social Media Values

19. Engagement ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 19

20. 1. Garbage offline = garbage online ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 20 http://www.colbertnation.com/the-colbert-report-videos/220019/june-29-2009/jeff-goldblum-will-be-missed

21. 2. Not about broadcasting message ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 21 http://www.youtube.com/watch?v=D3qltEtl7H8

22. 3. Convey a humbling vision ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 22

23. 12:1 ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 23 http://www.chrisbrogan.com/http://twitter.com/chrisbrogan

24. 4. Overcome your fear of feeling ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 24 http://www.agoodmanonline.com

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26. ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 26

27. 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 ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 27

28. Elements of a Good Story Compelling title Intriguing lead or hook Photos specific to the content Character-driven Call to action Roger Burks, MercyCorps ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 28

29. 5. Lighten up, please ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 29

30. ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 30

31. 6. Keep it simple, silly. ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 31

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33. 7. Invest in familiar tools Twitter Facebook LinkedIn YouTube/Vimeo SlideShare Flickr Email Google Suite ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 33

34. Remember the information superhighway? Welcome to twitter … Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute ASMIweb.com – 1/29/2010 34

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37. “In 5 years time your company will be completely dependent on a technology that hasn’t been invented yet.” ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 37

38. Measuring Sentiment ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 38

39. PRESENCE ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 39

40. Regardless of channel, voice, or country … … a majority of people need to hear the same message 3-5 times to believe it. Edelman Trust Barometer 2009 ASMIweb.com – 1/29/2010 40 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

41. Inform Share Publish Discuss Build Add your comment WRI SocialMediaLandscape Profile Friend Group Social Network Listen Measure Microblog Lifestream 2008: build | 2009: engage | 2010: influence ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 41

42. ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 42 Strategy

43. 43 ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

44. Start by listening: What to listen for 10. Complaint 9. Compliment 8. Problem 7. Question of inquiry 6. Campaign impact 5. Crisis 4. Competitor 3. Crowd 2. Influencer 1. Point of need ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 44

45. ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 45 reader.google.com

46. Some SM Engagement Metrics Twitter – retweet, mention, clickthrough Facebook – share, like, comment, message LinkedIn – post, comment, discuss, recommend YouTube, Slideshare, Flickr, Vimeo – view, embed, comment, favorite Email, RSS feeds – open, view, clickthrough Delicious, Digg, StumbleUpon – save, like Google – used and shared tools Friends, followers, fans, subscribes, connects ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 46

47. Some measurement tools ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 47

48. twitter.com/worldresources ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 48

49. twittercounter.com ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 49

50. twitter.mailana.com (@petewarden) ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 50

51. AUTHORITY: Followers, frequency, @replies ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 51

52. www.twitalyzer.com (User) ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 52

53. www.twitalyzer.com (Brand) ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 53

54. www.twitalyzer.com (Search) ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 54

55. search.twitter.com ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 55

56. retweetist.com ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 56

57. … but it’s not just about retweets ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 57

58. backtweets.com ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 58

59. tweetake.com ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 59

60. Tweetup/Meetup ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 60

61. WRI Facebook Group ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 61

62. WRI Facebook Page ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 62

63. WRI Facebook Page: Insights Analytics ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 63

64. WRI Facebook Cause ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 64

65. ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 65 www.socialmention.com

66. www.radian6.com ($) ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 66

68. Real name

69. Location

70. URL

71. Biosketch

72. Tweet Type

73. Influence – Followers|friends

74. Date/Time Followed

75. Blog feed (listen)

76. Blog contact info

77. Other social networksASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 67

78. The UNMeasurable? ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 68

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89. Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute ASMIweb.com – 1/29/2010 79

90. Metrics lessons learned ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 80

91. . . . online engagement obstacle . . . ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 81

92. … build knowledgebase of data . . . ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 82

93. . . . go beyond up and to the right . . . ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 83

94. . . . measure interactive conversation . . . ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 84

95. . . . success stories, relationships . . . ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 85

96. . . . measure against . . .1) self 2) similar 3) community ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 86

97. . . . measure your contribution . . . ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 87

98. . . . listen + share + measure = TIME . . . ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 88

99. Final notes What you measure is what you manage Measure what matters most Knowledge is power; the consumer is in charge Transform data to information to intelligence Satisfaction drives conversation, loyalty, retention, word of mouth To survive & thrive – satisfy customers & be fiscally responsible Measurement is hard – don’t fall for gimmicks Integrate metrics to magnify value You are competing for attention ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 89

100. delicious.com/lldoolj2 (TAG: asmi-engagement) ASMIweb.com – 1/29/2010 Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute 90

101. Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Laura Lee S. DooleyOnline Engagement StrategistWorld Resources Institute (www.wri.org)twitter.com/worldresourcestwitter.com/lauraleedooleylauralee@wri.org ASMIweb.com – 1/29/2010 91