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://[email protected]@gmail.com
Danielle BrigidaNational Wildlife Federationhttp://[email protected]@gmail.com