government 2.0: social media in the age of obama

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Social Media Overview

Government 2.0

Laura Lee DooleyWorld Resources Institutehttp://www.wri.org

Danielle BrigidaNational Wildlife Federationhttp://www.nwf.org

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Laura Lee DooleyWorld Resources Institutewww.wri.org

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Danielle BrigidaNational Wildlife Federationwww.nwf.org

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Social NetworkingSocial Bookmarking

Social News

Photo by waynejackson

SOCIAL MEDIASOCIAL MEDIAis an “umbrella term” is an “umbrella term” for…for…

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

WHATis your goal?

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Goal of NWF online communications

R E A C H

$$ REVENUE $$

Engagement

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Goal of WRI online communications

Satisfaction in Engagement

Ambassador/Evangelist

Ownership

Word of Mouth

Repeat Customers Rel

atio

nsh

ip

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

“It has never been about me.

It has always been about

you.”

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Edelman Trust Barometer 2008

People like doing business with people they know …

… and love doing business with people they trust.

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Edelman Trust Barometer 2008

2009?

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009F

lickr

: Ste

ve F

urm

an

Government should beTRANSPARENTPARTICIPATORYCOLLABORATIVE

www.whitehouse.gov/the_press_office/TransparencyandOpenGovernment

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

TRUST is personal . . . requires risk-taking . . . about relationships, not

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

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

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

Flickr: kam

shots|Kam

yar Adl

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Flickr: jean

nath

eod

d|J B

izzDon’t see

the purpose of social

mediaWe need to review all content

YouTube is a time waster

We can’t agree to the

terms of service

Accessing to more sites

creates security issues

. . . obstacles . . .

Don’t like advertisements

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

www.usa.gov/webcontent/technology/other_tech.shtml

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

COMMUNICATIONS

MEDIA

Space defined by Media

Owner

Organization in control

One way / Delivering a

message

Repeating the message

Organization-focused

Entertaining

Organization created

content

SOCIAL MEDIA

Space defined by Consumer

Consumer in control

Two way / Conversational

Adapting the message/ beta

Consumer-focused / Adding

value

Influencing, involving

User created content / Co-

creation

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

184 million bloggers

73% of active online users have read a blog

45% have started their own blog

57% have joined a social network

55% have uploaded photos

83% have watched video clips

39% subscribe to an RSS feed

Source: Universal McCann Comparative Study on Social Media Trends April 2008

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

SO HOW CAN I ATTRACT READERS ONLINE?

WRONG QUESTION

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

“Communities already exist. Instead, think about how you can help that community do what it wants to do.”

Mark Zuckerberg

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

“One part anarchy, one part aristocracy,

one part democracy, one part monarchy”

Jimmy Wales on the Wikipedia Community

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Pre-contemplation Contemplation Action (Maintenance)

Positioning – where audience is now vs. where you want them to be

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Unknown Recognized

Liked Respected

For organizations, being a better messenger means moving from the least known to the most

respected

Trust

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Building relationship online: How do you cut through the clutter?

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

BLOGCan U.S. Government

? ? ?

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

• Give you something to SHARE• Show people you’re ready to ENGAGE• Introduce your organization’s PEOPLE• Find ways to CONNECT

BLOGScan help...

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

www.usa.gov/Topics/Reference_Shelf/News/blog.shtml

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

BLOGCan U.S. Government

? ? ?

YESBUT . . .

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

BLOGPlan your strategy to

• Who is the AUDIENCE?• Who is the VOICE?• Who can WRITE?• Enough CONTENT?• Who will REVIEW?• Who will MAINTAIN?• User COMMENTS?

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

BLOGPlan your strategy to

ALTERNATE MODEL:

Leverage Existing BLOGGERS

blog.usa.gov

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

TWITTERCan U.S. Government

? ? ?

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

• What you're DOING• What you're READING• What you're LISTENING TO• What you're THINKING ABOUT• What you're being INFLUENCED BY

In 140 characters,you can

LET PEOPLE KNOW:

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

• To BUILD CREDIBILITY by being a resource• To CONNECT to like-minded people• To REACH INFLUENTIALS • To SPREAD your message• To LEARN

WHY do it though?

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Followers

Following

Friends

Your initial target audience may not be your only, nor your best target audience

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Peter Choambient awareness … and presence

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

TWITTERCan U.S. Government

? ? ?

YESAND . . .

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

TWITTERCan U.S. Government

? ? ?

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

TWITTERPlan your strategy to

• PERSONAL or CORPORATE?• Tweet CONTENT?• WHO will tweet?• HOW to tweet?• Who to FOLLOW?

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

twitter.pbwiki.com/USGovernment

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

“Twitter will remain FREE to use by everyone—individuals, companies, celebrities, etc.” (Biz Stone, February 10, 2008)

0

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Comparison of growth in social media

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Comparison of growth in social media

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

SOCIALNETWORK

Can U.S. Government

? ? ?

YESAND . . .

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

www.govloop.com

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Facebook: Profile, Groups, Pages

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Profile

Page

Using Facebook

Group

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Image from *Jason Falls

Groups or Pages?

*Chart by Jason Falls

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Pages =Insights

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

SOCIALNETWORK

Can U.S. Government

? ? ?

YESAND . . .

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

• Who is the AUDIENCE?• Networking PURPOSE?• Which SOCIAL NETWORK?• User PARTICIPATION?• User INTERACTION?

SOCIALNETWORK

Plan your strategy to

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

YOUTUBEFLICKR

PODCAST

Can U.S. Government

? ? ?

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Internet Usage Trends: U.S.

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0

Reading blogs

Writing Blogs

Social Networking

Watching Video Clips

Downloading Podcasts

Subscribing to RSS feeds

Active Internet Users (Millions)

Source: Universal McCann, 2008.

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

YOUTUBEFLICKR

PODCAST

Can U.S. Government

? ? ? • Highly popular content• Journalists WANT graphics

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

MEDIA = Multimedia for All

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

my.barackobama.com/page/s/pressconference

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

www.youtube.com/user/househubwww.youtube.com/user/senatehub

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

YOUTUBEFLICKR

PODCAST

Can U.S. Government

? ? ? YESBUT . . .

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

YOUTUBEFLICKR

PODCAST OBSTACLES:• Time waster• Security issues• Bandwidth• Advertising• Terms of service

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

YOUTUBEFLICKR

PODCAST

Plan your strategy to

• Who is the AUDIENCE?• Who will CONTRIBUTE?• What CONTENT?• What EQUIPMENT?• What SKILLS?• Who will MAINTAIN?

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

WIKICan U.S. Government

? ? ?

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

www.bioenergywiki.net

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

www.tsunamihelp.info

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

WIKICan U.S. Government

? ? ?

YESBUT . . .

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

WIKIPlan your strategy to

• Collaboration on WHAT? • CLOSED or OPEN?• Who will MANAGE?• Participant INTEREST?

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

sites.google.com/site/smwebinar

TO BE CONTINUED …

Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation

Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009

Questions & Answers

Government 2.0

Laura Lee DooleyWorld Resources Institutehttp://www.wri.orglauralee@wri.orglldoolj2@gmail.com

Danielle BrigidaNational Wildlife Federationhttp://www.nwf.orgbrigidad@nwf.orgdanielle.brigida@gmail.com