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/[email protected]

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



Goal of 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.”



People like doing business with people they know …

… and love doing business with people they trust.

Edelman Trust Barometer



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



initial idea for twitter (stat.us)



twitter co-founders

@jack

@biz

@ev



www.youtube.com/watch?v=ddO9idmax0o



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



Photo by Mallix



Followers

Following

Friends

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



twitter.com/worldresourcesDEMONSTRATION



Peter Choambient awareness … and presence



Current Listening Posts

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

… organizing online conversations …



. . . first alert and news source . . .



Remember the information superhighway?

Welcome to twitter …



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



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



But is twitter worth it?



“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)



422%August 2007 – August 2008

twitter traffic

2.3 million unique U.S. visitors



Comparison of growth in social media



Twitter Traffic Worldwide

February 2008



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



Q&A

twitter.com/worldresources

twitter.com/lauraleedooley

http://delicious.com/lldoolj2/twitter

http://delicious.com/tag/twitter

building community with twitter

Technology

comworldresources twitter

qa twitter

twitter traffic worldwide

twitter laura lee

initial target audience

comlauraleedooley http

online conversations

comlldoolj2twitter http