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 Dooley World Resources Institute http://www.wri.org

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How to set up a listening post and crate buzz using basic listening tools.

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Page 1: Social Media: Listening & Creating Buzz

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

Page 2: Social Media: Listening & Creating Buzz

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

Page 3: Social Media: Listening & Creating Buzz

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

Page 4: Social Media: Listening & 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

Page 5: Social Media: Listening & Creating Buzz

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.

Page 6: Social Media: Listening & Creating Buzz

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

Page 7: Social Media: Listening & Creating Buzz

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

Page 8: Social Media: Listening & 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 Cloud”

Page 9: Social Media: Listening & Creating Buzz

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

Page 10: Social Media: Listening & Creating Buzz

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

Page 11: Social Media: Listening & Creating Buzz

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

Page 12: Social Media: Listening & Creating Buzz

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

Page 13: Social Media: Listening & Creating Buzz

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

Page 14: Social Media: Listening & Creating Buzz

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

Page 15: Social Media: Listening & Creating Buzz

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

Page 16: Social Media: Listening & Creating Buzz

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

Page 17: Social Media: Listening & Creating Buzz

Laura Lee S. Dooley, World Resources Institute

Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009

Twitter: Favorites

Page 18: Social Media: Listening & Creating Buzz

Laura Lee S. Dooley, World Resources Institute

Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009

Twitter: Favorites

Page 19: Social Media: Listening & Creating Buzz

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

Page 20: Social Media: Listening & Creating Buzz

Laura Lee S. Dooley, World Resources Institute

Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009

Twitter: #hashtags

Page 21: Social Media: Listening & Creating Buzz

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)

Page 22: Social Media: Listening & Creating Buzz

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

Page 23: Social Media: Listening & Creating Buzz

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

Page 24: Social Media: Listening & Creating Buzz

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

Page 25: Social Media: Listening & Creating Buzz

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

Page 26: Social Media: Listening & Creating Buzz

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

Page 27: Social Media: Listening & Creating Buzz

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

Page 28: Social Media: Listening & Creating Buzz

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

Page 29: Social Media: Listening & Creating Buzz

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

Page 30: Social Media: Listening & Creating Buzz

Laura Lee S. Dooley, World Resources Institute

Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009

DiggBar

Page 31: Social Media: Listening & Creating Buzz

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

Page 32: Social Media: Listening & Creating Buzz

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

Page 33: Social Media: Listening & Creating Buzz

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

Page 34: Social Media: Listening & Creating Buzz

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

Page 35: Social Media: Listening & Creating Buzz

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

Page 36: Social Media: Listening & Creating Buzz

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

Page 37: Social Media: Listening & Creating Buzz

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

Page 38: Social Media: Listening & Creating Buzz

Laura Lee S. Dooley, World Resources Institute

Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009

WIDGETS

Page 39: Social Media: Listening & Creating Buzz

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

Page 40: Social Media: Listening & Creating Buzz

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

Page 41: Social Media: Listening & Creating Buzz

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.

Page 42: Social Media: Listening & Creating Buzz

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.

Page 43: Social Media: Listening & Creating Buzz

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.

Page 44: Social Media: Listening & Creating Buzz

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.

Page 45: Social Media: Listening & Creating Buzz

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.

Page 46: Social Media: Listening & Creating Buzz

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.

Page 47: Social Media: Listening & Creating Buzz

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

Page 48: Social Media: Listening & Creating Buzz

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?

Page 49: Social Media: Listening & Creating Buzz

Laura Lee S. Dooley, World Resources Institute

Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009

Wanna volunteer?

Page 50: Social Media: Listening & Creating Buzz

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

Page 51: Social Media: Listening & Creating Buzz

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

Page 52: Social Media: Listening & Creating Buzz

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 …

Page 53: Social Media: Listening & Creating Buzz

Laura Lee S. Dooley, World Resources Institute

Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009

2: LISTENING

Page 54: Social Media: Listening & Creating Buzz

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

Page 55: Social Media: Listening & Creating Buzz

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

Page 56: Social Media: Listening & Creating Buzz

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

Page 57: Social Media: Listening & Creating Buzz

Laura Lee S. Dooley, World Resources Institute

Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009

Google Alerts

Page 58: Social Media: Listening & Creating Buzz

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 [email protected]

Alerts for [email protected]

Page 59: Social Media: Listening & Creating Buzz

Laura Lee S. Dooley, World Resources Institute

Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009

Google Alerts

Page 60: Social Media: Listening & Creating Buzz

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

Page 61: Social Media: Listening & Creating Buzz

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

Page 62: Social Media: Listening & Creating Buzz

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

Page 63: Social Media: Listening & Creating Buzz

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

Page 64: Social Media: Listening & Creating Buzz

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

Page 65: Social Media: Listening & Creating Buzz

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

Page 66: Social Media: Listening & Creating Buzz

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

Page 67: Social Media: Listening & Creating Buzz

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

Page 68: Social Media: Listening & Creating Buzz

Laura Lee S. Dooley, World Resources Institute

Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009

RSS Readers

Page 69: Social Media: Listening & Creating Buzz

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)

Page 70: Social Media: Listening & Creating Buzz

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)

Page 71: Social Media: Listening & Creating Buzz

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)

Page 72: Social Media: Listening & Creating Buzz

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

Page 73: Social Media: Listening & Creating Buzz

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

Page 74: Social Media: Listening & Creating Buzz

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

Page 75: Social Media: Listening & Creating Buzz

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

Page 76: Social Media: Listening & Creating Buzz

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

Page 77: Social Media: Listening & Creating Buzz

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

Page 78: Social Media: Listening & Creating Buzz

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

Page 79: Social Media: Listening & Creating Buzz

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

Page 80: Social Media: Listening & Creating Buzz

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

Page 81: Social Media: Listening & Creating Buzz

Laura Lee S. Dooley, World Resources Institute

Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009

friendfeed.com

Page 82: Social Media: Listening & Creating Buzz

Laura Lee S. Dooley, World Resources Institute

Webinar 2: Government 2.0: Social Media in the Age of Obama June 10, 2009

Strategy

Page 83: Social Media: Listening & Creating Buzz

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

Page 84: Social Media: Listening & Creating Buzz

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

Page 85: Social Media: Listening & Creating Buzz

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

Page 86: Social Media: Listening & Creating Buzz

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://[email protected]@gmail.com