Building a community of interest and passion with twitter Laura Lee S. Dooley Online Engagement Strategist World Resources Institute ( www.wri.org ) twitter.com/lauraleedooley [email_address] When the Deer Have the Rifles: Social Media Strategies for Influence

Goal of online communications Satisfaction in Engagement Ambassador/Evangelist Ownership Word of Mouth Repeat Customers Relationship

“ It has never been about me. It has always been about you.”

People like doing business with people they know … … and love doing business with people they trust . Edelman Trust Barometer

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

initial idea for twitter (stat.us)

twitter co-founders @jack @biz @ev

www.youtube.com/watch?v=ddO9idmax0o

140 characters The habit and skill of revising for brevity and clarity is one of the secrets to good writing. - @mike_elgan microblogging easier than blogging

Photo by Mallix

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

twitter.com/worldresources DEMONSTRATION

Peter Cho ambient awareness … and presence

Current Listening Posts http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpg … organizing online conversations …

. . . first alert and news source . . .

Remember the information superhighway? Welcome to twitter …

Audience Segmentation Profile pic, title/organization, URL, location, bio Do they follow you? Have they @replied to or RT your content? Who do they follow? Are they active in conversation? Who follows them and RT their content? What do they tweet about? Objective Inferred General Issue-Specific

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

Unknown Recognized Liked Respected For organizations, being a better messenger means moving from the least known to the most respected Trust

But is twitter worth it?

“ I worked on Blogger for six years, and I don't think that's as big as Twitter. Twitter will dwarf that." - Evan Williams (December 2008)

422% August 2007 – August 2008 twitter traffic 2.3 million unique U.S. visitors

Comparison of growth in social media

Twitter Traffic Worldwide February 2008

Integration with SMS (Texting)

Q&A twitter.com/worldresources twitter.com/lauraleedooley http://delicious.com/lldoolj2/twitter http://delicious.com/tag/twitter