Social Media Overview Government 2.0 Laura Lee Dooley World Resources Institute http://www.wri.org Danielle Brigida National Wildlife Federation http://www.nwf.org

Laura Lee Dooley World Resources Institute www.wri.org

Danielle Brigida National Wildlife Federation www.nwf.org

Social Networking Social Bookmarking Social News Photo by waynejackson SOCIAL MEDIA is an “umbrella term” for…

WHAT is your goal?

Goal of NWF online communications R E A C H $$ REVENUE $$ Engagement

Goal of WRI 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.”

Edelman Trust Barometer 2008 People like doing business with people they know … … and love doing business with people they trust .

Edelman Trust Barometer 2008 2009?

www.whitehouse.gov/the_press_office/TransparencyandOpenGovernment Flickr: Steve Furman Government should be TRANSPARENT PARTICIPATORY COLLABORATIVE

TRUST is personal . . . requires risk-taking . . . about relationships, not transactions . . . based on being willing to put the other’s needs first.

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: kamshots|Kamyar Adl Brand

Don’t see the purpose of social media We 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 Flickr: jeannatheodd|J Bizz

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

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

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

SO HOW CAN I ATTRACT READERS ONLINE? WRONG QUESTION

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

“ One part anarchy, one part aristocracy, one part democracy, one part monarchy” Jimmy Wales on the Wikipedia Community

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

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

BLOG Can U.S. Government ? ? ?

Give you something to SHARE Show people you’re ready to ENGAGE Introduce your organization’s PEOPLE Find ways to CONNECT BLOGS can help...

Give you something to SHARE

Show people you’re ready to ENGAGE

Introduce your organization’s PEOPLE

Find ways to CONNECT

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

BLOG Can U.S. Government ? ? ? YES BUT . . .

Who is the AUDIENCE ? Who is the VOICE ? Who can WRITE ? Enough CONTENT ? Who will REVIEW ? Who will MAINTAIN ? User COMMENTS ? BLOG Plan your strategy to

Who is the AUDIENCE ?

Who is the VOICE ?

Who can WRITE ?

Enough CONTENT ?

Who will REVIEW ?

Who will MAINTAIN ?

User COMMENTS ?

ALTERNATE MODEL: Leverage Existing BLOGGERS BLOG Plan your strategy to blog.usa.gov

TWITTER Can U.S. Government ? ? ?

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:

What you're DOING

What you're READING

What you're LISTENING TO

What you're THINKING ABOUT

What you're being INFLUENCED BY

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?

To BUILD CREDIBILITY by being a resource

To CONNECT to like-minded people

To REACH INFLUENTIALS

To SPREAD your message

To LEARN

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

Peter Cho ambient awareness … and presence

TWITTER Can U.S. Government ? ? ? YES AND . . .

TWITTER Can U.S. Government ? ? ?

PERSONAL or CORPORATE ? Tweet CONTENT ? WHO will tweet? HOW to tweet? Who to FOLLOW ? TWITTER Plan your strategy to

PERSONAL or CORPORATE ?

Tweet CONTENT ?

WHO will tweet?

HOW to tweet?

Who to FOLLOW ?

twitter.pbwiki.com/USGovernment

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

Comparison of growth in social media

Comparison of growth in social media

SOCIAL NETWORK Can U.S. Government ? ? ? YES AND . . .

www.govloop.com

Facebook: Profile, Groups, Pages

Using Facebook Profile Page Group

Groups or Pages? Image from *Jason Falls *Chart by Jason Falls

Pages =Insights

SOCIAL NETWORK Can U.S. Government ? ? ? YES AND . . .

Who is the AUDIENCE ? Networking PURPOSE ? Which SOCIAL NETWORK ? User PARTICIPATION ? User INTERACTION ? SOCIAL NETWORK Plan your strategy to

Who is the AUDIENCE ?

Networking PURPOSE ?

Which SOCIAL NETWORK ?

User PARTICIPATION ?

User INTERACTION ?

YOUTUBE FLICKR PODCAST Can U.S. Government ? ? ?

Highly popular content Journalists WANT graphics YOUTUBE FLICKR PODCAST Can U.S. Government ? ? ?

Highly popular content

Journalists WANT graphics

MEDIA = Multimedia for All

my.barackobama.com/page/s/pressconference

www.youtube.com/user/househub www.youtube.com/user/senatehub

YOUTUBE FLICKR PODCAST Can U.S. Government ? ? ? YES BUT . . .

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

OBSTACLES:

Time waster

Security issues

Bandwidth

Advertising

Terms of service

YOUTUBE FLICKR PODCAST Plan your strategy to Who is the AUDIENCE ? Who will CONTRIBUTE ? What CONTENT ? What EQUIPMENT ? What SKILLS ? Who will MAINTAIN ?

Who is the AUDIENCE ?

Who will CONTRIBUTE ?

What CONTENT ?

What EQUIPMENT ?

What SKILLS ?

Who will MAINTAIN ?

WIKI Can U.S. Government ? ? ?

www.bioenergywiki.net

www.tsunamihelp.info

WIKI Can U.S. Government ? ? ? YES BUT . . .

Collaboration on WHAT ? CLOSED or OPEN ? Who will MANAGE ? Participant INTEREST ? WIKI Plan your strategy to

Collaboration on WHAT ?

CLOSED or OPEN ?

Who will MANAGE ?

Participant INTEREST ?

sites.google.com/site/smwebinar TO BE CONTINUED …

Questions & Answers Government 2.0 Laura Lee Dooley World Resources Institute http://www.wri.org [email_address] [email_address] Danielle Brigida National Wildlife Federation http://www.nwf.org [email_address] [email_address]