Advancing Shared Interests with Digital Embassies, Ambassadors & EnvoysSteve Rubel, SVP, Edelman Digital

2

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

3

“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

4

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

PHOTO GOES HERE

THE SOLUTION:PUBLIC

ENGAGEMENT

6

Public engagement aims to advance shared interests

in a world of interdependence

PHOTO GOES HERE A KEY WAY

FORWARD: DIGITAL

ENGAGEMENT

8

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.

Where Public & Digital Engagement Overlap

9

Public Engagement

Digital Engagement

Engagement happens on properties you own and properties you wish to influence

Continuous Engagement Leads To Trust

10

11

Trust Increases with Seamless Visibility & Influences Actions

Paid Earned

SocialOwned

SeamlessVisibility

ActionAction

Action

Action

web

mobile

Embassies, Ambassadors and Envoys and Public Engagement

12

13

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.

Employee Engagement Can Support Digital Public Engagement

14

Expertise, Employees & Peers Shape Our Decisions

15

Programs Come in all Shapes & Sizes

16

Short-Lived Campaigns …or Brand & Business Models

Engaging in the Digital Arena is Paramount to ANY Program’s Overall Relevance & Impact

17

Home, Sweet Home.

18

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.

19

Ambassadors Run Embassies and Build Bridges to the Local Community

Embassies Should Be Built Where You Need Them

20

Digital Embassies: Facebook

21

Digital Embassies: Twitter

22

Digital Embassies: YouTube

Digital Embassies

Are:• Facebook fan pages

• Branded channels on YouTube

• Sustained Twitter feeds

• Ongoing relationships

23

Are Not:• Event Pages• One-off Videos• Tweet-Vites• Sponsored LinkedIn groups

24

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.

25

Embassies Have Ambassadors. Outposts Need Envoys

Envoys Are Deployed to Engage in Outposts

PHOTO GOES HEREDEPLOYING

DIGITAL EMBASSIES &

ENVOYS

26

27

Inputs Values, Vision & Strategy Outputs

EMBASSY PRESENCE & APLICATIONS

AMBASSADOR & ENVOY ENGAGEMENTAmbassadors & Envoys

Embassies

Inputs Strategy Outputs

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

28

29

Listen First

1. Listen & Explore• Visibility Audit

• Conversation Audit

• Social Fitness Check-Up

• Internal

• External

• Influencer Identification (if not already done)

30

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

31

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

32

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

33

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

AXE

34

Public Engagement Digital Engagement

SC Johnson/Glade

35

Public Engagement Digital Engagement

Nutro

36

Public Engagement Digital Engagement

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

37

Engagement

Trust

Influence

Action