Page 1
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Social Media Overview
Government 2.0
Laura Lee DooleyWorld Resources Institutehttp://www.wri.org
Danielle BrigidaNational Wildlife Federationhttp://www.nwf.org
Page 2
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Laura Lee DooleyWorld Resources Institutewww.wri.org
Page 3
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Danielle BrigidaNational Wildlife Federationwww.nwf.org
Page 4
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Social NetworkingSocial Bookmarking
Social News
Photo by waynejackson
SOCIAL MEDIASOCIAL MEDIAis an “umbrella term” is an “umbrella term” for…for…
Page 5
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
WHATis your goal?
Page 6
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Goal of NWF online communications
R E A C H
$$ REVENUE $$
Engagement
Page 7
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Goal of WRI online communications
Satisfaction in Engagement
Ambassador/Evangelist
Ownership
Word of Mouth
Repeat Customers Rel
atio
nsh
ip
Page 8
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
“It has never been about me.
It has always been about
you.”
Page 9
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Edelman Trust Barometer 2008
People like doing business with people they know …
… and love doing business with people they trust.
Page 10
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Edelman Trust Barometer 2008
2009?
Page 11
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009F
lickr
: Ste
ve F
urm
an
Government should beTRANSPARENTPARTICIPATORYCOLLABORATIVE
www.whitehouse.gov/the_press_office/TransparencyandOpenGovernment
Page 12
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
TRUST is personal . . . requires risk-taking . . . about relationships, not
transactions . . . based on being willing to put the other’s needs first.
Page 13
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
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: kam
shots|Kam
yar Adl
Page 14
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Flickr: jean
nath
eod
d|J B
izzDon’t see
the purpose of social
mediaWe 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
Page 15
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
www.usa.gov/webcontent/technology/other_tech.shtml
Page 16
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
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
Page 17
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
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
Page 18
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
SO HOW CAN I ATTRACT READERS ONLINE?
WRONG QUESTION
Page 19
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
“Communities already exist. Instead, think about how you can help that community do what it wants to do.”
Mark Zuckerberg
Page 20
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
“One part anarchy, one part aristocracy,
one part democracy, one part monarchy”
Jimmy Wales on the Wikipedia Community
Page 21
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Pre-contemplation Contemplation Action (Maintenance)
Positioning – where audience is now vs. where you want them to be
Page 22
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Unknown Recognized
Liked Respected
For organizations, being a better messenger means moving from the least known to the most
respected
Trust
Page 23
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Building relationship online: How do you cut through the clutter?
Page 24
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
BLOGCan U.S. Government
? ? ?
Page 25
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
• Give you something to SHARE• Show people you’re ready to ENGAGE• Introduce your organization’s PEOPLE• Find ways to CONNECT
BLOGScan help...
Page 26
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
www.usa.gov/Topics/Reference_Shelf/News/blog.shtml
Page 27
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
BLOGCan U.S. Government
? ? ?
YESBUT . . .
Page 28
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
BLOGPlan your strategy to
• Who is the AUDIENCE?• Who is the VOICE?• Who can WRITE?• Enough CONTENT?• Who will REVIEW?• Who will MAINTAIN?• User COMMENTS?
Page 29
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
BLOGPlan your strategy to
ALTERNATE MODEL:
Leverage Existing BLOGGERS
blog.usa.gov
Page 30
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
TWITTERCan U.S. Government
? ? ?
Page 31
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
• 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:
Page 32
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
• 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?
Page 33
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Followers
Following
Friends
Your initial target audience may not be your only, nor your best target audience
Page 34
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Peter Choambient awareness … and presence
Page 35
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
TWITTERCan U.S. Government
? ? ?
YESAND . . .
Page 36
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
TWITTERCan U.S. Government
? ? ?
Page 37
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
TWITTERPlan your strategy to
• PERSONAL or CORPORATE?• Tweet CONTENT?• WHO will tweet?• HOW to tweet?• Who to FOLLOW?
Page 38
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
twitter.pbwiki.com/USGovernment
Page 39
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
“Twitter will remain FREE to use by everyone—individuals, companies, celebrities, etc.” (Biz Stone, February 10, 2008)
0
Page 40
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Comparison of growth in social media
Page 41
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Comparison of growth in social media
Page 42
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
SOCIALNETWORK
Can U.S. Government
? ? ?
YESAND . . .
Page 43
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
www.govloop.com
Page 44
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Facebook: Profile, Groups, Pages
Page 45
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Profile
Page
Using Facebook
Group
Page 46
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Image from *Jason Falls
Groups or Pages?
*Chart by Jason Falls
Page 47
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Pages =Insights
Page 48
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
SOCIALNETWORK
Can U.S. Government
? ? ?
YESAND . . .
Page 49
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
• Who is the AUDIENCE?• Networking PURPOSE?• Which SOCIAL NETWORK?• User PARTICIPATION?• User INTERACTION?
SOCIALNETWORK
Plan your strategy to
Page 50
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
YOUTUBEFLICKR
PODCAST
Can U.S. Government
? ? ?
Page 51
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Internet Usage Trends: U.S.
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0
Reading blogs
Writing Blogs
Social Networking
Watching Video Clips
Downloading Podcasts
Subscribing to RSS feeds
Active Internet Users (Millions)
Source: Universal McCann, 2008.
Page 52
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
YOUTUBEFLICKR
PODCAST
Can U.S. Government
? ? ? • Highly popular content• Journalists WANT graphics
Page 53
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
MEDIA = Multimedia for All
Page 54
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
my.barackobama.com/page/s/pressconference
Page 55
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
www.youtube.com/user/househubwww.youtube.com/user/senatehub
Page 56
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
YOUTUBEFLICKR
PODCAST
Can U.S. Government
? ? ? YESBUT . . .
Page 57
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
YOUTUBEFLICKR
PODCAST OBSTACLES:• Time waster• Security issues• Bandwidth• Advertising• Terms of service
Page 58
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
YOUTUBEFLICKR
PODCAST
Plan your strategy to
• Who is the AUDIENCE?• Who will CONTRIBUTE?• What CONTENT?• What EQUIPMENT?• What SKILLS?• Who will MAINTAIN?
Page 59
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
WIKICan U.S. Government
? ? ?
Page 60
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
www.bioenergywiki.net
Page 61
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
www.tsunamihelp.info
Page 62
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
WIKICan U.S. Government
? ? ?
YESBUT . . .
Page 63
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
WIKIPlan your strategy to
• Collaboration on WHAT? • CLOSED or OPEN?• Who will MANAGE?• Participant INTEREST?
Page 64
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
sites.google.com/site/smwebinar
TO BE CONTINUED …
Page 65
Laura Lee S. Dooley, World Resources Institute and Danielle Brigida, National Wildlife Federation
Webinar 1: Government 2.0: Social Media in the Age of Obama February 12, 2009
Questions & Answers
Government 2.0
Laura Lee DooleyWorld Resources Institutehttp://[email protected] @gmail.com
Danielle BrigidaNational Wildlife Federationhttp://[email protected] @gmail.com