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
- 1. 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
- 2. 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
- 3. Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Building relationship online: How do you cut through the clutter? Multichannel Relationships of Trust
- 4. Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute Photo by Mallix
- 11. 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
- 12. 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
- 13. 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
- 14. 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
- 19. 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
Editor's Notes
- 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.