BUILDING ANDREACHING YOUR

NETWORKS April 2014

Laura Lee Dooley, Victoria Pursell, Devan Tucker

Social Media and Email

OwnedWebsite / Blog

Social Media Profiles

Apps / Digital Assets

Email Lists

Paid

Social Media Ads

Banner Ads

Google Adwords

Sponsorships

Earned

Word of Mouth

3rd Party Social Profiles

Bloggers / Media

Forums / Boards

Niche Communities

Listservs

Events / Conferences

Revised from Hubmedia “Social Media Touch Points”

Social media and email

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.

Flickr: kamshots|Kam

yar Adl

Each personal interaction between a company and a customer or between you and a member of your community presents an

opportunity to gain an advocate for your brand – Seth Simonds

Edelman Trust Barometer

Regular employee

Government official

CEO

Person like yourself

NGO representative

Technical expert in company

Financial or industry analyst

Academic or expert

34%

43%

50%

43%

47%

64%

53%

70%

50%

20%

38%

65%

50%

66%

46%

68%

50%

36%

53%

61%

51%

67%

51%

69%

52%

36%

43%

62%

52%

66%

53%

67%

2014

2013

2012

2011

Voices Most Trusted

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

Edelman Trust Barometer

Regardless of channel, voice, or country …

… a majority of people need to hear the same message 3-5 times to believe it.

1 time; 5%

2 times; 14%

3 times; 35%4-5 times; 28%

6-9 times; 6%

10+ times; 13%

Why Email is Important

• Powerful asset when leveraged correctly– Helps get your contact to the people that are

interested• Proactive• Helps extend your reach to your audience

“Communication is not an event, it is a process”

WRI OUTBURST

Theme: Building and Reaching

Your Networks

Event Participants

Subscribers

Partners / Experts

Listservs

Social Media

Autoresponders

Print materials

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① ⑦

1. Ways to Build Your Email List

Positive Tweets/Updates

Good Profile

Tweet/Post Regularly

Reciprocity

Mentions

Network Overlap

Comment/RT/Share

Others RT/Share

Good Follower Base

Share Social Media Handles

Like or Favorite Content

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2. Ways to Build Your Social Circle

First Name

Email

Last Name

Organization

Position / Job Title

Country

Topics of Interest

Projects of Interest

City / State or Province

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3. Information to Gather About Audience

Link to Website

Profile Pic or Logo

Email Address

Background Banner

Name

Screen Name

Description

Connections

Listening Post

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⑧

⑨

4. Things You Need for a Good Profile

Major Announcement⑧Event Registration

Event Invitation

Event Participation

Publication Download

New Subscription

New Resources

Acknowledgement

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① ⑦

5. Key Email Touchpoints

Well-edited message

WRI Branded Template

A clear call to action

Link to Privacy Policy

Link to Unsubscribe

Accurate Subject Line

Correct “From” Email

Correct “From” Name

Correct “Reply-to” Email

Correct “Failure” email

Google Tracking Code

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6. Key WRI Email Blast or Newsletter Elements

Views/Visits

Traffic Sources

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Clickthroughs①

Open Rate

Delivery Rate

Unsubscribes

Growth

Likes / Favorites

Tweets / RTs / Mentions

Comments / Messages

Shares / Embeds

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7. Top Email and Social Media Metrics

Key Takeaways

• Treat your audience members as strategic assets.

• Engage early to have the most effective communications.

• Maintaining what you have is more important than adding something new.

• Plan ahead and contact us early.