# Presentation: 550621

## 2007 Government Web Managers Workshop

- Social Media
- Pierre Guillaume Wielezynski
- Communications Officer, External Affairs
- The World Bank Group
- _[pwielezynski@worldbank.org](mailto:pwielezynski@worldbank.org)__ | 1.202.473.4959_

## 
Defining Social Media

An Approach to Social Media

- Defining Social Media
- An Approach to Social Media

- Today

## 10 years

_**1996**_
**250,000 sites**
**45 million users**

_**2006**_
**80,000,000 sites**
**1,000,000,000 users**

## 

Who fueled this growth?

- Who fueled this growth?

## Slide 5

## A definition from wikipedia

- Social media describes the online technologies and practices that _people_ use to _share_ opinions, insights, experiences, and perspectives _with each other_.
- Social media can take _many different forms_, including text, images, audio, and video. Popular social mediums include blogs, message boards, podcasts, wikis, and vlogs

## Slide 7

## 100 million streams / day

65,000 new videos / day

- 65,000 new videos / day

##  > 100 million

-  > 100 million

-  > 8 million

-  > 30 million

-  > 20 million

-  > 6 million

-  > 20 million

## In a word

- Social media:
- Global adoption
- People in control
- Multiple channels / technologies

## The World Bank

## Slide 12

## Traditional Communications Cycle

- Issue / Project / Event / Report
- Talking points
- Press release
- Feature Story

## 13,000 mentions from 700 media outlets

## Enters Social Media

## Slide 16

## Slide 17

## Slide 18

## Slide 19

## 32,000 mentions from 20,000 media outlets

## At stake

- Control?

## Slide 22

## Slide 23

## Slide 24

## Slide 25

## Slide 27

## Slide 28

## At stake

- Trust &
- Relevance

## Why do it?

**Inside**
- Data & Expertise
- High credibility
- Younger blood

**Outside**
- Users expect it
- Others are doing it
- Technology cost dropping

- Being part of the conversation instead of being defined by it

## 
An Approach to Social Media

Distributing information
Joining (or starting) conversations

- An Approach to Social Media
- Distributing information
- Joining (or starting) conversations

## 
Adding value by:

Aggregating, packaging and distributing

Giving control to users

**Adding value by:**
- Aggregating, packaging and distributing
- Giving control to users

- Distributing information

## Challenge: Technology

**Issues**
- Heavy, legacy systems
- Un-integrated databases / taxonomies
- ConservITsm: Skate where the puck is

**Solution?**
- Governance Body
- Metrics (savings / unified marketing)
- Pilots

## 

API, Web Services and syndication

- API, Web Services and syndication

- Distributing information

## Slide 35

## Slide 37

## Slide 38

## Got Maps?

## Got Maps?

## Compare this:

## To this:

## “Social” information implies

- Coordination
- Collaboration
- Integration
- Focus on the user

## Conversations

- Rationale:
- Listen, talk, collaborate to
- Establish thought leadership to
- Shape the agenda

## Challenges: Culture

**Issues**
- The strategic web ?
- Turf / Silos
- Hype / Coolness factor
- Offline driven

**Solution**
- Research and education
- Metrics (cost savings / unified marketing)
- Pilots

## Can it be done?

## Slide 47

## More traffic than the other 11 sites managed by the unit combined

- More traffic than the other 11 sites managed by the unit _**combined**_

## Slide 49

## Slide 50

## Why successful?

## People

## Experts

**Program Manager**

**Investment Officer**

**Manager**

**Enterprise Manager - Chad**

**Private Sector Specialist**

**Investment Officer**

**Roles are shifting**

## Corporate communications 1.0

- Disseminate polished messages to audiences

## Corporate communications 2.0

- Help staff (experts) communicate

## Big Bang

- Corporate communications 1.0

## Corporate communications 2.0

- bang!

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## “Successful” conversations implies

- Authenticity
- Passion
- Trusting staff (the accidental spokesperson)
- Putting Spin on hold

## So....

- How do we get started?

## Listen

- Monitor agency name, executives, other keywords on:
- Blogs: Technorati, Google blogsearch
- Videos: Google Videos
- Del.icio.us tags
- Wikipedia entries

## Listen

- The buzz monitor
- Monitors blogs, podcasts, photos and videos, bookmarks
- English, French, Spanish, Portuguese, Japanese, Arabic
- Extracts keywords, ranks “authority”
- Slice, dice and RSS
- Uses the community as “smart filter”

## Slide 62

## Facilitate

- Create “online discourse” guidelines
- Have an RSS reader available for staff
- Educate and evangelize
- Encourage organic growth

## Understand your users
Literacy / Connectivity / Water holes?

WIFM: Task or Audience oriented 
Needs / Value add

Engaging the user
Comments, Aggregation, Trackbacks

- Literacy / Connectivity / Water holes?
- WIFM: Task or Audience oriented
- Needs / Value add
- Engaging the user
- Comments, Aggregation, Trackbacks

- Tie it to your strategy & objectives

## Experiment

- Put videos on Youtube
- Edit Wikipedia
- Reach out to bloggers
- Use del.icio.us
- ...

## 

Be Social!

- Be Social!

- In a word;

## 

Thank you

http://www.linkedin.com/in/pierreguillaume 

- Thank you
- _[http://www.linkedin.com/in/pierreguillaume](http://www.linkedin.com/in/pierreguillaume)__ _