Twitter with a Dash of Facebook (and LinkedIn): Community Building with Twitter
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Twitter with a Dash of Facebook (and LinkedIn): Community Building with Twitter

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  • http://www.flickr.com/photos/4everyoung/313308360/sizes/o/ Creative Commons - 4_EveR_YounG
  • Photo by Mallix http://flickr.com/photos/mallix/2586969604 Following a Twitter stream is like being in a high school classroom. You get the bullies, the geeks, the egomaniac, the comedian, the shy guy, the [prom queen], the idiot, the "sweetheart" couple, the know-all, the old guy etc.
  • What is twitter? Laura Lee and Danielle – Demo & Discussion of Twitter
  • What is twitter? Laura Lee and Danielle – Demo & Discussion of Twitter
  • Source: David Williamson & Douglas Meyer, Bernuth & Williamson. Presentation at WRI, January 23, 2008. Audience segmentation - different ways we can really hone in on an audience. ASK! Objective measures (general – e.g. demographic information, geographic information, position, income / behavior specific – e.g. Inferred measures (again general - like personality, lifestyle or behavior specific like beliefs on an issue, perceived costs and benefits of taking an action) Now a word of caution: Be careful about assumptions, especially with regards to matters of social class and economic standing
  • Source: David Williamson & Douglas Meyer, Bernuth & Williamson. Presentation at WRI, January 23, 2008. Twitter is an excellent tool for positioning your audience. The first step in positioning is understanding where your audience is now, compared to where you want them to be. Behavior change specialists give us four options in what is, roughly, the Stages of Change Model Pre-contemplation (the issue isn’t even on their radar) Contemplation (where costs and benefits are being weighed, so typically the time when marketers act) Action (when people actually make and implement decisions) Maintenance (support for the action taken)
  • Source: David Williamson & Douglas Meyer, Bernuth & Williamson. Presentation at WRI, January 23, 2008.

Twitter with a Dash of Facebook (and LinkedIn): Community Building with Twitter Twitter with a Dash of Facebook (and LinkedIn): Community Building with Twitter Presentation Transcript

  • Community-building with Twitter Laura Lee S. Dooley Online Engagement Strategist World Resources Institute ( www.wri.org ) twitter.com/lauraleedooley about.me/lauraleedooley Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute People like doing business with people they know … … and love doing business with people they trust . Edelman Trust Barometer
  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Building relationship online: How do you cut through the clutter? Multichannel Relationships of Trust
  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Photo by Mallix
  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    • What is your GOAL ?
    • Who is the AUDIENCE ?
    • Networking PURPOSE ?
    • Which SOCIAL NETWORK ?
    • User PARTICIPATION ?
    • User INTERACTION ?
    SOCIAL NETWORK Plan your strategy to
  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    • What you're DOING
    • What you're READING
    • Who you're LISTENING TO
    • What you’re VIEWING
    • What you're THINKING ABOUT
    • What you're INFLUENCED BY
    In 140 characters, you can LET PEOPLE KNOW:
  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    • To BUILD CREDIBILITY by being a resource
    • To CONNECT to like-minded people
    • To INFLUENCE others
    • To REACH INFLUENTIALS
    • To SPREAD your message
    • To SPUR CHANGE
    • To LEARN
    WHY do it though?
  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
    • Tweet = Twitter message/update
    • Interaction = Public response to you or your tweet
    • Reply/Mention = @ username
    • Direct Message (DM) = Mutual friend message
    • Favorite = Starred tweet
    • Retweet = RT @ username, repeated tweet
    • Hashtag = # keyword, way of labeling
    terms
  • Your Social Media Role
    • Build a follower-friendly profile
    • Track who @mentions you or your issues
    • Find, promote & follow others
      • [user@email.com]
    • Know the TOS and etiquette
    • Use security settings appropriately
    • Follow the Golden Rule and organization policies
    • Add Google Analytics Code - http://bit.ly/xqlu3p
    Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
  • Direct Message (DM)
    • Personal information
    • Specific request (take offline or to email)
    • Conversation (take offline or to email)
    • Thank new follower
    • Constructive criticism or correction
    Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Followers Following Friends Your initial target audience may not be your only, nor your best target audience
  • Audience Segmentation Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Profile pic, title/organization, URL, location, bio Do they follow you? Have they @mentioned you 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
  • Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Pre-contemplation Contemplation Action (Maintenance) Positioning – where audience is now vs. where you want them to be
  • Unknown Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Recognized Liked Respected For organizations, being a better messenger means moving from the least known to the most respected Trust
  • Howto’s & Best Practices: Twitter
    • Listen first, then share; learn from others
    • Use URL shortener – Bit.ly
    • Save RTs, @references in Favorites
    • Add campaign code for Google Analytics
    • RT your community
    • Respond to tweets/DMs directed at you
    • It’s not about you – it’s about them
    • Twitterfeed as a last resort
    • Fundraise for short-term, targeted purpose
    Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
  • Howto’s & Best Practices: Facebook
    • Join Groups, Fan Pages, Causes to connect on issues with those outside your network
    • Post interesting news to your profile
      • Add campaign code to track in GA
      • Posts with photos get most attention
    • Post to walls of Friends, Fan Pages, Causes
    • Reference Connections via @FacebookName
    • Use Messages for private discussions
    Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
  • Why LinkedIn?
    • Increase visibility & connectability
    • Improve your Google Search results
    • Public CV/Resume with connections
    • Connect with people through other people
    • A transition from networking events
    • Touch base with alumni, former colleagues, etc.
    • Learn things about people for conversation-starters
    Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
  • Howto’s & Best Practices: LinkedIn
    • Review and update information
    • Join relevant group
    • Make profile public (for search engines)
    • Make profile URL relevant (your name)
    • Know your contacts before adding them as connections
    • Follow relevant companies
    • Configure email settings
    Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
  • Q&A twitter.com/worldresources twitter.com/lauraleedooley http://delicious.com/lldoolj2/twitter http://delicious.com/tag/twitter Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute