social media: listening & creating buzz
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Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Listening & Generating Buzz
Government 2.0
Laura Lee DooleyWorld Resources Institutehttp://www.wri.org
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Flickr: aussiegall/Louise D
ocker
1: Creating Buzz 2: Listening
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Flickr: aussiegall/Louise D
ocker
1: CREATING BUZZ
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
The Social Loop
Source: Wayne Smallman, Social Media Marketing
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Edelman Trust Barometer 2009
Regardless of channel, voice, or country …
… a majority of people need to hear the same message 3-5 times to believe it.
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
word of mouth | viral marketing
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
What engages people online
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
“The Cloud”
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Microblog (140 characters)
Photo sharing
Social network
Blog/Info feed
Video sharing
Podcasting
Presentation sharing
Social media = Sharing content & ideas
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Comparison of growth in social media
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Comparison of growth in social media
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
• Tweet = Twitter message/update• Reply = @username• Direct Message = Mutual friend
message• Favorite = Starred tweet• Retweet = RT @username,
repeated tweet• Hashtag = #keyword, way of
labelling
terms
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Tweet your messages: 1:12 ratio
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
manage 2 twitter accounts in 2 browsers
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Twitter: Replying and replies
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Twitter: Direct message
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Twitter: Favorites
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Twitter: Favorites
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Twitter: RT or Retweet
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Twitter: #hashtags
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
www.tweetdeck.com (desktop client)
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
www.twitdom.com
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Get users to “share” your content
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Get users to “share” your content
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Get users to “share” your content
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Social bookmarking to create buzz
www.digg.com
www.stumbleupon.com
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
• Age Range: 18-34
• About 63% male
• International
• 27.5 million unique visitors a month
DIGGDemographic
s
www.digg.com
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
www.digg.com
Traffic Numbers
Traffic Quality
Engaged Community
Established Group
----
Established Profile
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
www.digg.com
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
DiggBar
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
*52% male*Age Range: 35-49 *7.7 million members*822K US visitors/month
www.stumbleupon.com
STUMBLEUPON
Demographics
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Submitting to StumbleUpon
Accurate Title
Good Description
Relevant Tags
www.stumbleupon.com
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
delicious.com
*54% male*Age Range: 35-49 *7.7 million members*288K US visitors/month
DELICIOUSDemographics
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Leverage your browser toolbar
Google Chrome
Mozilla Firefox
Apple Safari
Microsoft Internet Explorer
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
delicious.com bookmarks toolbar
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
delicious.com bookmarks toolbar
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
delicious.com/lldoolj2
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
WIDGETS
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
www.newsgatorwidgets.com
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
www.widgetbox.com
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Badge Widget
Widgetbox helps people express, connect, create and inform using web widgets that can be easily
shared and distributed anywhere on the web.
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Donate Widget
Widgetbox helps people express, connect, create and inform using web widgets that can be easily
shared and distributed anywhere on the web.
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Latest News Widget
Widgetbox helps people express, connect, create and inform using web widgets that can be easily
shared and distributed anywhere on the web.
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Latest Videos Widget
Widgetbox helps people express, connect, create and inform using web widgets that can be easily
shared and distributed anywhere on the web.
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Upcoming Events Widget
Widgetbox helps people express, connect, create and inform using web widgets that can be easily
shared and distributed anywhere on the web.
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Ringtones Widget
Widgetbox helps people express, connect, create and inform using web widgets that can be easily
shared and distributed anywhere on the web.
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Free downloads reflecting YOUR interests
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
How do YOU want to get involved?
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Wanna volunteer?
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Email still rules
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
1. Donate online2. Thank you email from Obama3. Email from Joe Biden 4. Email from Michelle Obama
Opt-in email lists still rule
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
… but all of that is just shouting …
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
2: LISTENING
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Listening Devices
• Your Site Analytics• Google Alerts• Specific Site (Community) Searches• Specific Blog Searches
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Google Analytics: Referrers to your site
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Listen strategically
Google Alerts
RSS Readers-Google Reader-Bloglines-Feedreader
Community Search-Digg-Delicious-Twitter search-TweetBeep-Tusavvy-Friendfeed
Blog Search-Google blog search-Ice rocket-Board reader-Social mention-Blogscope-Technorati-Wordpress-Filtrbox
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Google Alerts
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Google Alerts
Alerts for email1@domain1.org
Alerts for email2@domain2.gov
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Google Alerts
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Listen strategically
Google Alerts
RSS Readers-Google Reader-Bloglines-Feedreader
Community Search-Digg-Delicious-Twitter search-TweetBeep-Tusavvy-Friendfeed
Blog Search-Google blog search-Ice rocket-Social mention-Technorati-Wordpress-Filtrbox
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
blogsearch.google.com
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
www.icerocket.com
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
www.socialmention.com
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
www.filtrbox.com
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
www.technorati.com
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
www.wordpress.com
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Listen strategically
Google Alerts
RSS Readers-Google Reader-Bloglines-Feedreader
Community Search-Digg-Delicious-Twitter search-TweetBeep-Tusavvy-Friendfeed
Blog Search-Google blog search-Ice rocket-Social mention-Technorati-Wordpress-Filtrbox
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
RSS Readers
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
reader.google.com (online reader)
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
www.bloglines.com (online reader)
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
www.feedreader.com (desktop client)
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Listen strategically
Google Alerts
RSS Readers-Google Reader-Bloglines-Feedreader
Community Search-Digg-Delicious-Twitter search-TweetBeep-Tusavvy-Friendfeed
Blog Search-Google blog search-Ice rocket-Social mention-Technorati-Wordpress-Filtrbox
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
www.digg.com
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
www.delicious.com: Keyword/Phrase
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
www.delicious.com: Look up URL
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
www.wordle.net: tags for WRI on delicious
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
www.tagcloud-generator.com
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
search.twitter.com
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
www.tweetbeep.com
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
www.tuSavvy.com
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
friendfeed.com
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Strategy
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
How to Start
• Use these technologies yourself• Start where you can• Use examples to show it can be done• Develop interim policies. Borrow others.
Keep flexible• Think outside your organizational box
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Lead by Example
• Share best practices and policies• Share tools, data, code• Form and join communities• Partner, partner, partner
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Next Week: Measuring Your ROI
Laura Lee S. Dooley, World Resources Institute
Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009
Questions & Answers
Government 2.0
Laura Lee DooleyWorld Resources Institutehttp://www.wri.orglauralee@wri.orglldoolj2@gmail.com
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