building community with twitter

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

Building a community of interest and passion with

twitter

Laura Lee S. DooleyOnline Engagement StrategistWorld Resources Institute (www.wri.org)twitter.com/lauraleedooleylauralee@wri.org

When the Deer Have the Rifles:Social Media Strategies for Influence

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

Goal of online communications

Satisfaction in Engagement

Ambassador/Evangelist

Ownership

Word of Mouth

Repeat Customers Rel

atio

nsh

ip

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

“It has never been about me.

It has always been about

you.”

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

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

WRI Social Media Brown Bag January 26, 2009

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

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

initial idea for twitter (stat.us)

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

twitter co-founders

@jack

@biz

@ev

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

www.youtube.com/watch?v=ddO9idmax0o

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

140 characters

The habit and skill of revising for brevity and clarity is one of the secrets to good writing.

- @mike_elgan

microblogging easier than blogging

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

Photo by Mallix

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

Followers

Following

Friends

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

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

twitter.com/worldresourcesDEMONSTRATION

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

Peter Choambient awareness … and presence

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

Current Listening Posts

http://www.symposiumc6.com/images/bio/details/DIETZhansen_big.jpg

… organizing online conversations …

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

. . . first alert and news source . . .

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

Remember the information superhighway?

Welcome to twitter …

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

Profile pic, title/organization, URL, location, bio

Do they follow you? Have they

@replied to 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

Audience Segmentation

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

Pre-contemplation Contemplation Action (Maintenance)

Positioning – where audience is now vs. where you want them to be

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

Unknown Recognized

Liked Respected

For organizations, being a better messenger means moving from the least known to the most

respected

Trust

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

But is twitter worth it?

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

“I worked on Blogger for six years, and I don't think that's as big as Twitter. Twitter will dwarf that."

- Evan Williams (December 2008)

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

422%August 2007 – August 2008

twitter traffic

2.3 million unique U.S. visitors

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

Comparison of growth in social media

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

Twitter Traffic Worldwide

February 2008

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

Integration with SMS (Texting)

4,000

6,747

0 2,000 4,000 6,000 8,000

Cell phonesubscriptions

end of 2008

ProjectedPopulation Jan

1, 2009

Millions

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

WRI Social Media Brown Bag January 26, 2009

Q&A

twitter.com/worldresources

twitter.com/lauraleedooley

http://delicious.com/lldoolj2/twitter

http://delicious.com/tag/twitter