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Social and Digital Media for Wisconsin Counties Association

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Don Stanley
Don Stanley

Presented to the Wisconsin Counties Association on 2/6/13. This session is designed for county executives and administrators to help them understand the shifting landscape of social media and how government agencies can leverage social media tools. This is a 30 minute version of our 1/2 day workshop. If you have any questions about your longer workshops, please contact us directly.

Formation
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Communication Strategies & Social Media: Overview Facilitator: Don Stanley 3Rhino Media www.3rhinomedia.com don@3rhinomedia.com 608 561 7097 DON STANLEY | @3rhinomedia | 3rhinomedia.com
A Quick Overview 30,000 Foot View • Some basics on why government should use social/digital • A quick overview of the most popular social/digital tools • Foundational tips for getting started DON STANLEY | @3rhinomedia | 3rhinomedia.com
“The opportunity of social media and government is not economic or technological. It’s emotional.” Aneesh Chopra, CTO of the U.S. Government DON STANLEY | @3rhinomedia | 3rhinomedia.com
If that doesn’t work for you: Studies show that citizens who engage with government online have a more positive view of government. Promoting close online engagement also: • Creates better decisions by capturing local knowledge • Increases the capacity of society to understand complexity of problems • Increases public support by legitimizing the solutions Source: http://www.slideshare.net/govloop/pew-government-online-study DON STANLEY | @3rhinomedia | 3rhinomedia.com
Traditional Communication and Digital
Government agencies are increasingly online. Why?
20% Total amount of online time dedicated to social media. (And the number is increasing rapidly with mobile technology)
20% And the number is increasing rapidly with mobile technology
BREAKING NEWS: Citizens use Digital • 48% of adult Internet users have looked for information about a public policy or issue DON STANLEY | @3rhinomedia | 3rhinomedia.com
BREAKING NEWS: Citizens use Digital • 48% of adult Internet users have looked for information about a public policy or issue • 41% have downloaded government forms DON STANLEY | @3rhinomedia | 3rhinomedia.com
BREAKING NEWS: Citizens use Digital • 48% of adult Internet users have looked for information about a public policy or issue • 41% have downloaded government forms • 35% have researched government documents or statistics DON STANLEY | @3rhinomedia | 3rhinomedia.com
BREAKING NEWS: Citizens use Digital • 48% of adult Internet users have looked for information about a public policy or issue • 41% have downloaded government forms • 35% have researched government documents or statistics • 25% have received online advice from a government agency Source: Pew Internet DON STANLEY | @3rhinomedia | 3rhinomedia.com
Government 1.0 Town Halls Constituent Meetings DON STANLEY | @3rhinomedia | 3rhinomedia.com
Government 1.5 Streaming/Recorded Updated Websites Video DON STANLEY | @3rhinomedia | 3rhinomedia.com
Government 2.0 Mobile Apps Social Media People want/expect engagement on the go DON STANLEY | @3rhinomedia | 3rhinomedia.com
Case Study
Case Study
Case Study
Case Study
Case Study
Case Study
Social Media is a Spoke DON STANLEY | @3rhinomedia | 3rhinomedia.com
tastic on Let’s look at the #s
Number of Accounts 150 million (2009) 500 million (2010) 700 million (2011) 1 BILLION (2012) *FB is blocked in China
AVERAGE USER MONTHLY: • 8 friend requests per month • 15:33 minutes • 40 visits/month • 80 community pages, groups and events • creates 90 pieces of content each month • 350 million access FB via a mobile device each day (up from 200 million) DAILY: • 30 billion pieces of content are shared each day, including 250 million photos Source: facebook.com, pingdom.com
Changing the world, 140 characters at a time
By The #s 140 million users
By The #s 140 million users 55% via mobile
By The #s 140 million users 55% via mobile 40% just listen
the News Source
LinkedIn connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportunities with a broader network of professionals.
By The #s 175 million members
By The #s 175 million members 2/second
By The #s 175 million members 2/second 1 million groups
By The #s 175 million members 2/second 1 million groups 22% mobile
By The #s 175 million members 2/second 1 million groups 22% mobile Most educated
YouTube
YouTube By The #s 72 Hours/minute
YouTube By The #s 72 Hours/minute 4B videos/day
YouTube By The #s 72 Hours/minute 4 Billion/day 800m unique visitors/month
YouTube By The #s 72 Hours/minute 4 Billion/day 800m unique visitors/month #2 Search Engine
YouTube By The #s 72 Hours/minute 4 Billion/day 800m unique visitors/month #2 Search Engine 4B hours/month watched
YouTube By The #s 72 Hours/minute 4 Billion/day 800m unique visitors/month #2 Search Engine 4B hours/month watched 200m+ mobile views/day
YouTube By The #s 72 Hours/minute 4 Billion/day 800m unique visitors/month #2 Search Engine 4B hours/month watched 200m+ mobile views/day 50x higher SER
Foundations: Getting Started & avoiding “squirrel syndrome”!
3 Pillars for Starting You MUST have in place
3 Pillars for Starting
3 Pillars for Starting
3 Pillars for Starting
Pillar #1: Clear Goals, Clear Action Plan If you aim for nothing, you’ll hit it every time F.O.C.U.S
How Can You Leverage Social?  Inform?  Redirect people to your site?  Public Relations?  Networking?  Customer Service?  Learning & Market Research?  Respond to issues?  Build Community?  Others … DON STANLEY | @3rhinomedia | 3rhinomedia.com
Pillar #2: Measure your activities are they helping your department achieve your communication goals? Brainstorm ideas now …
Pillar #3: Do the daily work and commit to the long-term have a plan for how to handle growing pains The CDC has some great examples
THIS IS WHERE TO START! 1. Why are you using social media? What is the PRIMARY reason? What specifically do you want to accomplish? (see examples) 2. Who do you need to connect with via social? Why are they in your 20%? 3. How can you connect with them? What types of information would be of value to them and you? 4. Why should they care are about you? 5. How will you be active long-term? Remember this isn’t a one night stand. Think 12 months, 9 months, 6 months, 3 months to reach your marketing goals? Consider Hallmark as a guide. 6. What tools should you use to engage with them? (notice this is far down the list)
Connect with me Don Stanley 3Rhino Media | UW-Madison www.3rhinomedia.com don@3rhinomedia.com 608 561 7097 www.3rhinomedia.com/blog

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Social and Digital Media for Wisconsin Counties Association

  • 1. Communication Strategies & Social Media: Overview Facilitator: Don Stanley 3Rhino Media www.3rhinomedia.com don@3rhinomedia.com 608 561 7097 DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 2. A Quick Overview 30,000 Foot View • Some basics on why government should use social/digital • A quick overview of the most popular social/digital tools • Foundational tips for getting started DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 3. “The opportunity of social media and government is not economic or technological. It’s emotional.” Aneesh Chopra, CTO of the U.S. Government DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 4. If that doesn’t work for you: Studies show that citizens who engage with government online have a more positive view of government. Promoting close online engagement also: • Creates better decisions by capturing local knowledge • Increases the capacity of society to understand complexity of problems • Increases public support by legitimizing the solutions Source: http://www.slideshare.net/govloop/pew-government-online-study DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 6. Government agencies are increasingly online. Why?
  • 7. 20% Total amount of online time dedicated to social media. (And the number is increasing rapidly with mobile technology)
  • 8. 20% And the number is increasing rapidly with mobile technology
  • 9. BREAKING NEWS: Citizens use Digital • 48% of adult Internet users have looked for information about a public policy or issue DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 10. BREAKING NEWS: Citizens use Digital • 48% of adult Internet users have looked for information about a public policy or issue • 41% have downloaded government forms DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 11. BREAKING NEWS: Citizens use Digital • 48% of adult Internet users have looked for information about a public policy or issue • 41% have downloaded government forms • 35% have researched government documents or statistics DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 12. BREAKING NEWS: Citizens use Digital • 48% of adult Internet users have looked for information about a public policy or issue • 41% have downloaded government forms • 35% have researched government documents or statistics • 25% have received online advice from a government agency Source: Pew Internet DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 13. Government 1.0 Town Halls Constituent Meetings DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 14. Government 1.5 Streaming/Recorded Updated Websites Video DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 15. Government 2.0 Mobile Apps Social Media People want/expect engagement on the go DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 22. Social Media is a Spoke DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 24. Number of Accounts 150 million (2009) 500 million (2010) 700 million (2011) 1 BILLION (2012) *FB is blocked in China
  • 25. AVERAGE USER MONTHLY: • 8 friend requests per month • 15:33 minutes • 40 visits/month • 80 community pages, groups and events • creates 90 pieces of content each month • 350 million access FB via a mobile device each day (up from 200 million) DAILY: • 30 billion pieces of content are shared each day, including 250 million photos Source: facebook.com, pingdom.com
  • 26.
  • 27. Changing the world, 140 characters at a time
  • 28. By The #s 140 million users
  • 29. By The #s 140 million users 55% via mobile
  • 30. By The #s 140 million users 55% via mobile 40% just listen
  • 31.
  • 33. LinkedIn connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportunities with a broader network of professionals.
  • 34. By The #s 175 million members
  • 35. By The #s 175 million members 2/second
  • 36. By The #s 175 million members 2/second 1 million groups
  • 37. By The #s 175 million members 2/second 1 million groups 22% mobile
  • 38. By The #s 175 million members 2/second 1 million groups 22% mobile Most educated
  • 40. YouTube By The #s 72 Hours/minute
  • 41. YouTube By The #s 72 Hours/minute 4B videos/day
  • 42. YouTube By The #s 72 Hours/minute 4 Billion/day 800m unique visitors/month
  • 43. YouTube By The #s 72 Hours/minute 4 Billion/day 800m unique visitors/month #2 Search Engine
  • 44. YouTube By The #s 72 Hours/minute 4 Billion/day 800m unique visitors/month #2 Search Engine 4B hours/month watched
  • 45. YouTube By The #s 72 Hours/minute 4 Billion/day 800m unique visitors/month #2 Search Engine 4B hours/month watched 200m+ mobile views/day
  • 46. YouTube By The #s 72 Hours/minute 4 Billion/day 800m unique visitors/month #2 Search Engine 4B hours/month watched 200m+ mobile views/day 50x higher SER
  • 47. Foundations: Getting Started & avoiding “squirrel syndrome”!
  • 48. 3 Pillars for Starting You MUST have in place
  • 49. 3 Pillars for Starting
  • 50. 3 Pillars for Starting
  • 51. 3 Pillars for Starting
  • 52. Pillar #1: Clear Goals, Clear Action Plan If you aim for nothing, you’ll hit it every time F.O.C.U.S
  • 53. How Can You Leverage Social?  Inform?  Redirect people to your site?  Public Relations?  Networking?  Customer Service?  Learning & Market Research?  Respond to issues?  Build Community?  Others … DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 54. Pillar #2: Measure your activities are they helping your department achieve your communication goals? Brainstorm ideas now …
  • 55. Pillar #3: Do the daily work and commit to the long-term have a plan for how to handle growing pains The CDC has some great examples
  • 56. THIS IS WHERE TO START! 1. Why are you using social media? What is the PRIMARY reason? What specifically do you want to accomplish? (see examples) 2. Who do you need to connect with via social? Why are they in your 20%? 3. How can you connect with them? What types of information would be of value to them and you? 4. Why should they care are about you? 5. How will you be active long-term? Remember this isn’t a one night stand. Think 12 months, 9 months, 6 months, 3 months to reach your marketing goals? Consider Hallmark as a guide. 6. What tools should you use to engage with them? (notice this is far down the list)
  • 57. Connect with me Don Stanley 3Rhino Media | UW-Madison www.3rhinomedia.com don@3rhinomedia.com 608 561 7097 www.3rhinomedia.com/blog