Social Media: Listening & Creating Buzz

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

Social Media: Listening & Creating Buzz

  1. 1. Listening & Generating Buzz Government 2.0 Laura Lee Dooley World Resources Institute http://www.wri.org
  2. 2. 1: Creating Buzz 2: Listening Flickr: aussiegall/Louise Docker
  3. 3. 1: CREATING BUZZ Flickr: aussiegall/Louise Docker
  4. 4. The Social Loop Source: Wayne Smallman, Social Media Marketing
  5. 5. 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.
  6. 6. word of mouth | viral marketing
  7. 7. What engages people online
  8. 8. “ The Cloud”
  9. 9. Social media = Sharing content & ideas Microblog (140 characters) Photo sharing Social network Blog/Info feed Video sharing Podcasting Presentation sharing
  10. 10. Comparison of growth in social media
  11. 11. Comparison of growth in social media
  12. 12. <ul><li>Tweet = Twitter message/update </li></ul><ul><li>Reply = @ username </li></ul><ul><li>Direct Message = Mutual friend message </li></ul><ul><li>Favorite = Starred tweet </li></ul><ul><li>Retweet = RT @ username, repeated tweet </li></ul><ul><li>Hashtag = # keyword, way of labelling </li></ul>terms
  13. 13. Tweet your messages: 1:12 ratio
  14. 14. manage 2 twitter accounts in 2 browsers
  15. 15. Twitter: Replying and replies
  16. 16. Twitter: Direct message
  17. 17. Twitter: Favorites
  18. 18. Twitter: Favorites
  19. 19. Twitter: RT or Retweet
  20. 20. Twitter: #hashtags
  21. 21. www.tweetdeck.com (desktop client)
  22. 22. www.twitdom.com
  23. 23. Get users to “share” your content
  24. 24. Get users to “share” your content
  25. 25. Get users to “share” your content
  26. 26. Social bookmarking to create buzz www.digg.com www.stumbleupon.com
  27. 27. DIGG Demographics <ul><li>Age Range: 18-34 </li></ul><ul><li>About 63% male </li></ul><ul><li>International </li></ul><ul><li>27.5 million unique visitors a month </li></ul>www.digg.com
  28. 28. www.digg.com Traffic Numbers Traffic Quality Engaged Community Established Group ---- Established Profile
  29. 29. www.digg.com
  30. 30. DiggBar
  31. 31. STUMBLEUPON Demographics *52% male *Age Range: 35-49 *7.7 million members * 822K US visitors/month www.stumbleupon.com
  32. 32. Submitting to StumbleUpon Accurate Title Good Description Relevant Tags www.stumbleupon.com
  33. 33. delicious.com *54% male *Age Range: 35-49 *7.7 million members * 288K US visitors/month DELICIOUS Demographics
  34. 34. Leverage your browser toolbar Google Chrome Mozilla Firefox Apple Safari Microsoft Internet Explorer
  35. 35. delicious.com bookmarks toolbar
  36. 36. delicious.com bookmarks toolbar
  37. 37. delicious.com/lldoolj2
  38. 38. WIDGETS
  39. 39. www.newsgatorwidgets.com
  40. 40. www.widgetbox.com
  41. 41. Badge Widget Widgetbox helps people express, connect, create and inform using web widgets that can be easily shared and distributed anywhere on the web.
  42. 42. Donate Widget Widgetbox helps people express, connect, create and inform using web widgets that can be easily shared and distributed anywhere on the web.
  43. 43. 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.
  44. 44. 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.
  45. 45. 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.
  46. 46. Ringtones Widget Widgetbox helps people express, connect, create and inform using web widgets that can be easily shared and distributed anywhere on the web.
  47. 47. Free downloads reflecting YOUR interests
  48. 48. How do YOU want to get involved?
  49. 49. Wanna volunteer?
  50. 50. Email still rules
  51. 51. <ul><li>Donate online </li></ul><ul><li>Thank you email from Obama </li></ul><ul><li>Email from Joe Biden </li></ul><ul><li>Email from Michelle Obama </li></ul>Opt-in email lists still rule
  52. 52. … but all of that is just shouting …
  53. 53. 2: LISTENING
  54. 54. Listening Devices <ul><li>Your Site Analytics </li></ul><ul><li>Google Alerts </li></ul><ul><li>Specific Site (Community) Searches </li></ul><ul><li>Specific Blog Searches </li></ul>
  55. 55. Google Analytics: Referrers to your site
  56. 56. Listen strategically Google Alerts <ul><li>RSS Readers </li></ul><ul><li>Google Reader </li></ul><ul><li>Bloglines </li></ul><ul><li>Feedreader </li></ul><ul><li>Community Search </li></ul><ul><li>Digg </li></ul><ul><li>Delicious </li></ul><ul><li>Twitter search </li></ul><ul><li>TweetBeep </li></ul><ul><li>Tusavvy </li></ul><ul><li>Friendfeed </li></ul><ul><li>Blog Search </li></ul><ul><li>Google blog search </li></ul><ul><li>Ice rocket </li></ul><ul><li>Board reader </li></ul><ul><li>Social mention </li></ul><ul><li>Blogscope </li></ul><ul><li>Technorati </li></ul><ul><li>Wordpress </li></ul><ul><li>Filtrbox </li></ul>
  57. 57. Google Alerts
  58. 58. Google Alerts Alerts for email1@domain1.org Alerts for email2@domain2.gov
  59. 59. Google Alerts
  60. 60. Listen strategically Google Alerts <ul><li>RSS Readers </li></ul><ul><li>Google Reader </li></ul><ul><li>Bloglines </li></ul><ul><li>Feedreader </li></ul><ul><li>Community Search </li></ul><ul><li>Digg </li></ul><ul><li>Delicious </li></ul><ul><li>Twitter search </li></ul><ul><li>TweetBeep </li></ul><ul><li>Tusavvy </li></ul><ul><li>Friendfeed </li></ul><ul><li>Blog Search </li></ul><ul><li>Google blog search </li></ul><ul><li>Ice rocket </li></ul><ul><li>Social mention </li></ul><ul><li>Technorati </li></ul><ul><li>Wordpress </li></ul><ul><li>Filtrbox </li></ul>
  61. 61. blogsearch.google.com
  62. 62. www.icerocket.com
  63. 63. www.socialmention.com
  64. 64. www.filtrbox.com
  65. 65. www.technorati.com
  66. 66. www.wordpress.com
  67. 67. Listen strategically Google Alerts <ul><li>RSS Readers </li></ul><ul><li>Google Reader </li></ul><ul><li>Bloglines </li></ul><ul><li>Feedreader </li></ul><ul><li>Community Search </li></ul><ul><li>Digg </li></ul><ul><li>Delicious </li></ul><ul><li>Twitter search </li></ul><ul><li>TweetBeep </li></ul><ul><li>Tusavvy </li></ul><ul><li>Friendfeed </li></ul><ul><li>Blog Search </li></ul><ul><li>Google blog search </li></ul><ul><li>Ice rocket </li></ul><ul><li>Social mention </li></ul><ul><li>Technorati </li></ul><ul><li>Wordpress </li></ul><ul><li>Filtrbox </li></ul>
  68. 68. RSS Readers
  69. 69. reader.google.com (online reader)
  70. 70. www.bloglines.com (online reader)
  71. 71. www.feedreader.com (desktop client)
  72. 72. Listen strategically Google Alerts <ul><li>RSS Readers </li></ul><ul><li>Google Reader </li></ul><ul><li>Bloglines </li></ul><ul><li>Feedreader </li></ul><ul><li>Community Search </li></ul><ul><li>Digg </li></ul><ul><li>Delicious </li></ul><ul><li>Twitter search </li></ul><ul><li>TweetBeep </li></ul><ul><li>Tusavvy </li></ul><ul><li>Friendfeed </li></ul><ul><li>Blog Search </li></ul><ul><li>Google blog search </li></ul><ul><li>Ice rocket </li></ul><ul><li>Social mention </li></ul><ul><li>Technorati </li></ul><ul><li>Wordpress </li></ul><ul><li>Filtrbox </li></ul>
  73. 73. www.digg.com
  74. 74. www.delicious.com: Keyword/Phrase
  75. 75. www.delicious.com: Look up URL
  76. 76. www.wordle.net: tags for WRI on delicious
  77. 77. www.tagcloud-generator.com
  78. 78. search.twitter.com
  79. 79. www.tweetbeep.com
  80. 80. www.tuSavvy.com
  81. 81. friendfeed.com
  82. 82. Strategy
  83. 83. How to Start <ul><li>Use these technologies yourself </li></ul><ul><li>Start where you can </li></ul><ul><li>Use examples to show it can be done </li></ul><ul><li>Develop interim policies. Borrow others. Keep flexible </li></ul><ul><li>Think outside your organizational box </li></ul>
  84. 84. Lead by Example <ul><li>Share best practices and policies </li></ul><ul><li>Share tools, data, code </li></ul><ul><li>Form and join communities </li></ul><ul><li>Partner, partner, partner </li></ul>
  85. 85. Next Week: Measuring Your ROI
  86. 86. Questions & Answers Government 2.0 Laura Lee Dooley World Resources Institute http://www.wri.org [email_address] [email_address]

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