Government 2.0: Social Media in the Age of Obama

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



Laura Lee DooleyWorld Resources Institutewww.wri.org



Danielle BrigidaNational Wildlife Federationwww.nwf.org



Social NetworkingSocial Bookmarking

Social News

Photo by waynejackson

SOCIAL MEDIASOCIAL MEDIAis an “umbrella term” is an “umbrella term” for…for…



WHATis 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 Rel

atio

nsh

ip



“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?


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



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: kam

shots|Kam

yar Adl



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



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?



BLOGCan U.S. Government

? ? ?



• Give you something to SHARE• Show people you’re ready to ENGAGE• Introduce your organization’s PEOPLE• Find ways to CONNECT

BLOGScan help...



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



BLOGCan U.S. Government

? ? ?

YESBUT . . .



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?



BLOGPlan your strategy to

ALTERNATE MODEL:

Leverage Existing BLOGGERS

blog.usa.gov



TWITTERCan 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:



• 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?



Followers

Following

Friends

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



Peter Choambient awareness … and presence




? ? ?

YESAND . . .




? ? ?



TWITTERPlan your strategy to

• PERSONAL or CORPORATE?• Tweet CONTENT?• WHO will tweet?• HOW to tweet?• Who to FOLLOW?



twitter.pbwiki.com/USGovernment



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

0



Comparison of growth in social media



Comparison of growth in social media



SOCIALNETWORK

Can U.S. Government

? ? ?

YESAND . . .



www.govloop.com



Facebook: Profile, Groups, Pages



Profile

Page

Using Facebook

Group



Image from *Jason Falls

Groups or Pages?

*Chart by Jason Falls



Pages =Insights



SOCIALNETWORK

Can U.S. Government

? ? ?

YESAND . . .



• Who is the AUDIENCE?• Networking PURPOSE?• Which SOCIAL NETWORK?• User PARTICIPATION?• User INTERACTION?

SOCIALNETWORK

Plan your strategy to



YOUTUBEFLICKR

PODCAST

Can U.S. Government

? ? ?



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.



YOUTUBEFLICKR

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/househubwww.youtube.com/user/senatehub



YOUTUBEFLICKR

PODCAST

Can U.S. Government

? ? ? YESBUT . . .



YOUTUBEFLICKR

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



YOUTUBEFLICKR

PODCAST

Plan your strategy to

• Who is the AUDIENCE?• Who will CONTRIBUTE?• What CONTENT?• What EQUIPMENT?• What SKILLS?• Who will MAINTAIN?



WIKICan U.S. Government

? ? ?



www.bioenergywiki.net



www.tsunamihelp.info



WIKICan U.S. Government

? ? ?

YESBUT . . .



WIKIPlan 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 DooleyWorld Resources Institutehttp://[email protected]@gmail.com

Danielle BrigidaNational Wildlife Federationhttp://[email protected]@gmail.com

Education

Government 2.0: Social Media in the Age of Obama