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Social Media Presentation for The Center for Organizational Effectiveness

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Social Media Presentation for The Center for Organizational Effectiveness

  1. 1. Avatars, Blogs and Wikis, Oh My! How the Social Web Is Transforming Government Facilitator: Andrew Krzmarzick, GovLoop Community Manager
  2. 2. 100,000+ public sector professionals helping each other to do their jobs better. Mission: “Connect government to improve government”
  3. 3. = “Knowledge Network” 1.  Learn via our online community. 2.  Learn from each other in person. 3.  Learn from each other one-on-one. 4.  Learn from experts via webinars. 5.  Learn from experts via podcasts. 6.  Learn via guides and infographics. 7.  Learn via online events / training.
  4. 4. Our Time Together Today •  Evolution of Web / Government •  Social Media: Examples •  Social Media: How-To •  Your Challenges •  Your Solutions •  Demos / Feedback? http://www.govloop.com/profiles/blogs/the-social-media-experiment-in-government-elements-of-excellence- http://www.govloop.com/profiles/blogs/innovating-the-point-of-citizen-engagement-7-government-stories What do you want to learn today?
  5. 5. Social Media 2013 Video What strikes you? What’s been your experience?
  6. 6. Government 1.0 Town Halls In-Person Meetings These are still important
  7. 7. Government 1.5 Streaming / Recorded Video Updated Websites Improved access for more people
  8. 8. Government 2.0 Mobile Apps Engage people on-the-go Social Media
  9. 9. Government 2.0 “The use of social media in the public sector is not just a fad. Government agencies across the globe and at all levels are learning to adapt these new principles and technologies into their respective missions and goals.” - Ines Mergel, Syracuse Professor and Bill Greeves, CIO of Wake County, NC Authors of “Social Media in the Public Sector Field Guide”
  10. 10. Government 2.0 “Social media is now being harnessed within government to not only connect and share with constituents, but also to help perform core services better, faster and in a way that incorporate the web-based and real-time functionality of social media.” https://www.fels.upenn.edu/sites/www.fels.upenn.edu/files/fels_promising_practices_the_rise_of_social_media_website_final.pdf
  11. 11. What social media tools do you use? •  Facebook (88%) •  Twitter (82%) •  YouTube (61%) •  Blogs (45%) •  LinkedIn (42%) •  Google+ (18%) Survey Results http://www.govloop.com/profiles/blogs/the-social-media-experiment-in-government-elements-of-excellence-
  12. 12. Survey Results http://www.govloop.com/profiles/blogs/the-social-media-experiment-in-government-elements-of-excellence-
  13. 13. Survey Results http://www.govloop.com/profiles/blogs/the-social-media-experiment-in-government-elements-of-excellence-
  14. 14. Survey Results “With budget restrictions and advertising dollars have been cut, social media gives us an outlet for our information that is free.” “We are able to do more with less money through engagement, outreach and relational campaigns with our visitors and taxpayers.” http://www.govloop.com/profiles/blogs/the-social-media-experiment-in-government-elements-of-excellence-
  15. 15. Survey Results “While total time spent responding to citizen requests has gone up, we have more interaction and can reach more people with each answer, as opposed to answering each phone call / letter / email individually.” http://www.govloop.com/profiles/blogs/the-social-media-experiment-in-government-elements-of-excellence-
  16. 16. Survey Results 13 Outcomes from Social Media Use in Government 1.  Generate revenue to augment tight budgets. 2.  Elicit budget input from community members. 3.  Drive followers to a specific website for email sign-ups. 4.  Increase event registration. 5.  Reach underserved audiences during key initiatives. 6.  Get accurate information out more quickly during emergencies. 7.  Respond to questions one to many vs. one to one. http://www.govloop.com/profiles/blogs/the-social-media-experiment-in-government-elements-of-excellence-
  17. 17. Survey Results 13 Outcomes from Social Media Use in Government 8.  Engage with key business stakeholders. 9.  Receive valuable data from citizens in real-time. 10.  Leverage the time and talent of the local community. 11.  Enable senior leaders to keep dispersed staff informed. 12.  Avert a public relations disaster. 13.  Improve project planning and record keeping. http://www.govloop.com/profiles/blogs/the-social-media-experiment-in-government-elements-of-excellence-
  18. 18. Survey Results
  19. 19. Examples •  Johnson County, Kansas used Facebook, Twitter, YouTube, blogs, and podcasts to launch “The 5,000 Prepared Citizens” campaign •  Goal = 1 percent of the population pledging to be prepared for emergencies and disasters. •  Fans of the city’s Facebook page learned about Flood Awareness Week, how to prepare their business for emergencies, and how they can participate in countywide emergency preparation events. •  The Facebook page served as a platform to link informational articles from the Red Cross and even Sesame Street to promote outside educational interests for emergency planning.
  20. 20. Examples •  In economic downturn, the city of Tyler, Texas, needed to innovate…provide citizens with same level of service…city parks at a decreased cost. •  Operates over 1,000 acres of land within 25 city parks. •  QR codes were placed on signs throughout the parks. When someone visited the park they could scan the QR code, which would direct them to the YouTube video of the park they were standing in. •  Take a virtual, guided tour. Used their much- liked Facebook page and Twitter profile to act as free advertising for their efforts.
  21. 21. Examples
  22. 22. “Using Twitter in 2008 to post daily construction updates for one of our sewer projects…” Normally on these types of projects we would field many regular calls from residents with questions about garbage and mail pickup, school bus pickup, access, schedule, etc. I don’t remember getting one call for this - we gave out one letter at the start of the project and referred people to the Twitter account. It was such a simple use of social media, and I sometimes think people are looking for some big, flashy use of social media with earth- shattering results. But the things that make a huge difference for what we do, at least in cities, are not usually the complex, sexy implementations. It’s things like the simple posting each day of what is going on for a sewer project that saves residents the time of having to call, particularly at inconvenient times, and staff the time of answering questions over the phone.” Examples http://www.govloop.com/profiles/blogs/the-social-media-experiment-in-government-elements-of-excellence-
  23. 23. Reactions? http://www.govloop.com/profiles/blogs/the-social-media-experiment-in-government-elements-of-excellence-
  24. 24. Are People Really Ready? http://www.slideshare.net/HeatherWhaling/social-media-for-municipalities-government
  25. 25. Are People Really Ready? http://www.slideshare.net/HeatherWhaling/social-media-for-municipalities-government
  26. 26. Who uses social media more?
  27. 27. Who uses social media? AGE Source: http://pewinternet.org/topics/Digital-Divide.aspx
  28. 28. Source: http://pewresearch.org/millennials/quiz/
  29. 29. Who uses social media more? Source: http://pewinternet.org/topics/Digital-Divide.aspx OR ?
  30. 30. Who uses social media? GENDER Source: http://pewinternet.org/topics/Digital-Divide.aspx
  31. 31. Who uses social media? GENDER Source: http://pewinternet.org/topics/Digital-Divide.aspx
  32. 32. Who uses social media more? GENDER http://www.youtube.com/watch?v=ZR4LdnFGzPk
  33. 33. Who accesses more by phone? Source: http://pewinternet.org/topics/Digital-Divide.aspx OR ?OR
  34. 34. 51%of Hispanics vs. 46% of Blacks vs. 33% of Whites …use their phones to access the internet Source: http://pewinternet.org/topics/Digital-Divide.aspx Who accesses more by phone?
  35. 35. 36%of Hispanics vs. 33% of Blacks vs. 19% of Whites …use their phones to access social media Source: http://pewinternet.org/topics/Digital-Divide.aspx Who accesses more by phone?
  36. 36. Who uses ? Source: http://www.facebook.com/note.php?id=8394258414&ref=mf&note_id=205925658858
  37. 37. Who uses ?
  38. 38. Who uses ? Source: http://pewinternet.org/topics/Digital-Divide.aspx
  39. 39. …oh, and
  40. 40. Source: http://www.pewinternet.org/Reports/2012/Communities-and-Local-News.aspx
  41. 41. Reactions?
  42. 42. The 8 P’s of 21st Century Communications Purpose People Plan Produce Promote Participate Policy Progress
  43. 43. Purpose
  44. 44. Purpose •  What is your mission? •  What is your passion? •  What are your values? •  What impact stories inspire you? Why do you do what you do?
  45. 45. •  Mission: “Connect government to improve government” •  Passion: “Helping people do their jobs better” •  Values: Hustle Smart, Creativity, Entrepreneurial, Service, Humility •  Impact Stories: Next page Purpose:
  46. 46. Recently, Facebook stripped our administrator rights from the City of Ankeny's Facebook page. With it, our custom URL was also removed. We can no longer access our Insight's page and we cannot post as the City of Ankeny on other Facebook pages. Facebook says that we cannot identify ourselves as the City of Ankeny because it is their policy that users may not manage pages about towns, cities or states. Use of "City of" in our name is too generic. Has anyone else run into this problem with Facebook? 37 comments è Facebook response Purpose: Impact Stories:
  47. 47. People
  48. 48. People •  Who do you deliver value to? •  What value do you deliver to each? •  What internal resources do you have? •  What external resources can you leverage?
  49. 49. People: Deliver value to: Type of value: Content and Community
  50. 50. People: Internal resources: External resources:
  51. 51. People: Who Do You Deliver Value To?
  52. 52. People: Internal resources: External resources:
  53. 53. Plan
  54. 54. Outcomes Plan
  55. 55. What are your (really)? Comments? Fans? Retweets? +1’s? Pageviews? Phone Calls? Feedback? Volunteers? Actions? People Helped? Responses? Impact Stories? or Plan
  56. 56. Never mistake this… …for this! (Your Purpose!) Plan Feedback? Volunteers? Actions? People Helped? Responses? Impact Stories?
  57. 57. Never start here. Start here! Donations Volunteers Subscribers Evangelists Stories (Your Purpose!) Plan
  58. 58. For each specific outcome: •  What do you need people to do? •  Why are they going to do it? •  How will you know when an outcome is achieved? •  What points of engagement lead to the outcome? What signify success for you? Plan
  59. 59. How will you know when are achieved? Plan
  60. 60. Where are your stakeholders? The ones you know? •  Your current websites •  Lists: Events, email, snail mail, cell phone numbers •  Memberships: associations, professional groups •  Social media: Facebook, Twitter, LinkedIn, YouTube, etc. The ones you need to meet? •  Identify primary keywords for search engines – how do you rank? •  Search engines and alerts: news sites, forums, blogs, associations •  Social media / websites: similar organizations, trending topics, etc. Plan
  61. 61. Plan: = Engage and empower 100,000 awesome people who want to make government better. Where are they?
  62. 62. Plan:
  63. 63. Produce
  64. 64. Produce What content will you create / share? •  Newsletters? •  Interviews? •  Publications? •  Videos? •  Photos? •  Podcasts? •  Announcements? •  Stories? •  Press Releases? •  Resources? •  Stats/Data? •  Opinions? Produce | Reproduce | Repurpose (Yours and Others!*) * With attribution, of course
  65. 65. Produce Who is going to create / share it? Staff? •  Senior Leader(s)? •  Communications? •  Frontline? •  Interns? Consultants? •  PR Firms? •  Media? Volunteers? •  Constituents? •  Students? •  Fans? •  Followers?
  66. 66. Produce What makes for great content (online)? Credit: http://www.slideshare.net/kanter/networked-ngo-in-india-day-2 1.  Variety 2.  Short 3.  Images 4.  Action 5.  Milestones 6.  Topic du Jour
  67. 67. Produce: What makes for great content (online)? Title Image Format
  68. 68. Produce:
  69. 69. Produce:
  70. 70. Produce:
  71. 71. Produce: http://issuu.com/awodigitaledition/docs/poway_today_fall2013?e=2076238/4147456
  72. 72. Promote
  73. 73. Promote Where are you going to share it? •  Traditional ▫  Website ▫  Newsletters –  Email, PDF, Print ▫  Press Release ▫  Events •  Social Media ▫  Facebook ▫  Twitter ▫  Google+ ▫  LinkedIn ▫  Video Sharing ▫  Niche Networks •  Mobile ▫  Text (SMS) ▫  Apps
  74. 74. Population: 140 million It would be bigger than Russia, Ukraine and Kazakhstan If Twitter was a country
  75. 75. Population: 1 billion active users It would be the world’s 3rd largest country Bigger than North and South America combined If Facebook was a country
  76. 76. It Covers Continents It would be an empire: 2.9 Billion users If Email Was a Country
  77. 77. Promote: eNewsletters 1 2 3 4 5 6 7 8 9
  78. 78. Promote: When are you going to share it? •  Day of Week ▫  Weekdays? ▫  Weekends? •  Time of Day ▫  AM or PM? ▫  Breaks? •  Target Dates ▫  Events? ▫  Milestones? •  Frequency ▫  Daily (once or many times a day)? ▫  Weekly?
  79. 79. Promote: GovLoop Schedule and Staffing for Social Promotion Where: Newsletter Facebook Twitter LinkedIn Google+ When: Daily AM Ad Hoc Varies (Best = T, Th) Daily 8a, 12p, 4p (Best = T, W) Daily 8a, 12p, 4p (Best = M) Daily 8a, 12p, 4p (Best = T, W) Daily 8a, 12p, 4p (Best = ?) Who: Rotate Staff / Fellows Rotate Fellows What: Daily Themes Product Push Fun, Quotes Core Content Discussions, Content Discussions, Content
  80. 80. Promote: 1.  Calls to action are key •  People want to do something •  Tell them what to do! 2.  Location, location, location •  Your website •  Social media How are you going to share it?
  81. 81. Being Fantastic on 1.  Human voice 2.  Effective use of photos 3.  Relevant, local information 4.  Diverse information 5.  Blend of fun and serious 6.  Frequent posting 7.  Open forum
  82. 82. Being Twemendous on 1.  Human voice 2.  Lots of @s 3.  Responsive 4.  Blend of fun and serious 5.  Timed posting
  83. 83. Produce:
  84. 84. Produce: http://issuu.com/awodigitaledition/docs/poway_today_fall2013?e=2076238/4147456
  85. 85. Participate
  86. 86. Where are you going to engage? •  Traditional ▫  Website ▫  Newsletters –  Email, PDF, Print ▫  Press Release ▫  Events •  Social Media ▫  Facebook ▫  Twitter ▫  Google+ ▫  LinkedIn ▫  Video Sharing ▫  Niche Networks •  Mobile ▫  Text (SMS) ▫  Apps Participate
  87. 87. When are you going to engage? •  Day of Week ▫  Weekdays? ▫  Weekends? •  Time of Day ▫  AM or PM? ▫  Breaks? •  Target Dates ▫  Events? ▫  Milestones? •  Frequency ▫  Daily (once or many times a day)? ▫  Weekly? Participate
  88. 88. Participate: GovLoop Schedule and Staffing for Engagement Where: Community Facebook Twitter LinkedIn Google+ When: Daily AM Ad Hoc Varies Daily 8a, 12p, 4p (Best = T, W) Ad Hoc Daily 8a, 12p, 4p (Best = T, W) Daily 8a, 12p, 4p (Best = ?) Who: Staff / Fellows Rotate Fellows What: Comments and Sharing Comment @ Replies Comment, Share to GovLoop Comment
  89. 89. Participate:
  90. 90. Participate:
  91. 91. Participate:
  92. 92. Participate:
  93. 93. Participate: Invited: 1,500 Going: 51 Maybe: 27 Total: ~5% Comments = 44 Participants = 15 Total = 1%
  94. 94. Policy: 1. Who can say what? 2. What do you do when people break rules? What are your ground rules for engagement?
  95. 95. Policy: http://www.sdcwa.org/social-media-policy
  96. 96. Policy: http://www.sdcwa.org/social-media-policy
  97. 97. http://blog.tsa.gov/2008/01/comment-policy.html For Citizen Engagement This is a moderated blog, and TSA retains the discretion to determine which comments it will post and which it will not. That means all comments will be reviewed before posting. In addition, we expect that participants will treat each other, as well as our agency and our employees, with respect. We will not post comments that contain vulgar or abusive language; personal attacks of any kind; or offensive terms that target specific ethnic or racial groups. We will not post comments that are spam, are clearly "off topic" or that promote services or products. Comments that make unsupported accusations will also not be posted. Off topic comments can be posted in our "Off Topic" post as long as they conform to the comment policy. Policy:
  98. 98. Please be reminded that Florida has a broad public records law. Comments, messages, and links posted here may be subject to public records law. Article 1, Section 24(c) of the Florida Constitution, states each house of the Legislature is exclusively authorized to adopt rules governing the enforcement of the public records with respect to its own public records. This is a family-friendly public forum. Please keep your comments clean and observe the following guidelines when posting on our page: •  Please do not post vulgar, graphic, obscene or explicit comments or materials. •  Please do not post comments or materials that are abusive or hateful. This expressly includes but is not limited to posts that attack a person or entity based on race, ethnicity or religion or posts that represent personal attacks on any person or entity. •  Please do not post solicitations or advertisements. This includes posts that endorse or promote any financial or commercial entity, product or service as well as posts that defame any financial or commercial entity, product, or service. •  Please do not post comments or materials that suggest or encourage illegal activity. Failure to comply with the guidelines listed above will result in your posts being deleted. http://www.facebook.com/MyFLHouse/info For Citizen EngagementPolicy:
  99. 99. http://www.ncsl.org/documents/nalit/AKSocialMedia.pdf •  Transparency. Your honesty (or dishonesty) will be quickly noticed in the social media environment…use your real name, and organization, and be clear about your role. •  Be careful. Make sure your efforts to be transparent don't violate privacy, confidentiality, and legal guidelines. •  Write what you know. Make sure you write and post about your areas of expertise. •  Perception is reality. In online social networks, the lines between public and private, personal and professional are blurred. Be sure that all content associated with you is consistent with your work and with the Legislature’s professional standards. Policy:
  100. 100. http://www.ncsl.org/documents/nalit/AKSocialMedia.pdf •  Are you providing information? If it helps people improve knowledge or solve problems—then it's adding value. •  Act Responsibly: Participation in social computing is not a right but an opportunity... Please know and follow these guidelines as well as the Alaska Legislature’s Computer Acceptable Use Policy, as well as our Ethics Policy. •  Correct errors quickly. If you make a mistake, admit it. Be upfront and be quick with your correction. •  If it gives you pause, then stop. If you're about to publish something that makes you even the slightest bit uncomfortable, don't shrug it off and hit 'send.' Take a minute to review the material, try to figure out what's bothering you, and then fix it. Policy:
  101. 101. http://www.capitol.hawaii.gov/session2012/docs/SenateSocialMediaUsePolicy.htm Personal or private use during work hours is strictly prohibited. Any such use should occur on employee's personal, after hours or break times, provided that use of government computers is prohibited because of the potential misuse or possible threats to system. Any and all personal/ private use must be on personal or private computer equipment. Policy:
  102. 102. http://www.capitol.hawaii.gov/session2012/docs/SenateSocialMediaUsePolicy.htm •  Don’t tweet or post when you are angry or in a bad mood. You may say something you’ll regret. •  Remember that your bosses can go back and check what you’re tweeting or posting, and at what time of day. Therefore, don’t show off your awesome “Bejewelled” or “Farmville” scores, for example, when you are supposed to be working. •  You want to come across as a real person, not a robot. Don’t be afraid to show your personality as long as you don’t embarrass yourself, your representative, or the legislature. Policy:
  103. 103. (from Federal CIO Council) •  Goal: not to say “No” to social media websites and block them completely, but to say “Yes, following security guidance,” with effective and appropriate information assurance security and privacy controls. •  Focus on user behavior, both personal and professional, and to address information confidentiality, integrity, and availability when accessing data or distributing government information. Policy:
  104. 104. Training Considerations •  Provide periodic awareness and training of policy, guidance, and best practices: ü what information to share, with whom they can share it, and what not to share. ü mindful of blurring their personal and professional life - don’t establish relationships with working groups or affiliations that may reveal sensitive information about their job responsibilities. ü Operations Security (OPSEC) awareness and training to educate users about the risks of information disclosure and various attack mechanisms Policy: (from Federal CIO Council)
  105. 105. Progress
  106. 106. Progress How are you doing? •  Statistics ▫  Opens/Clicks ▫  Views/Visits ▫  Likes/RTs ▫  Referral Sources ▫  Sign-Ups ▫  $$$ •  Stories ▫  Impact ▫  Change ▫  Actions ▫  Sharing 1. Test 2. Learn 3. Iterate Focus on Actionable Information
  107. 107. Progress How are you checking? •  Google Analytics and Alerts •  Trackur, Radian 6, Other? •  Facebook Insights? •  Bit.ly? •  Google Alerts? •  Hootsuite How often? •  Real-time •  Daily •  Weekly •  Monthly
  108. 108. Progress
  109. 109. Progress Where can we improve? •  Mission focus? •  Project Scope? •  More / better outcomes? •  Stakeholder engagement? •  Engagement points? •  Engagement vehicles? •  Monitoring systems?
  110. 110. Progress Testing to increase action likelihood: •  Recommend changes to landing pages and action funnels •  Launch the test, wait, analyze •  If it works, double down; If not, try again (or stop) Feedback systems and methods: •  A-B element testing, funnel path, offers and incentives •  Friends, co-workers, clients, partners •  SurveyMonkey / SurveyGizmo
  111. 111. Progress Building effective campaign pages: •  More bullseye: focus on the outcome •  An effective page: has what I need, tells me how to get it / why it’s good, gives me a reason to take action, feels safe and easy •  Headlines: speak to user’s primary interest •  Calls to action: roughly same place on every page •  Contact information: should be on every page •  Contextual calls to action: top and bottom of every page •  ALWAYS BE IMPROVING!
  112. 112. Campaigns 1.  Set short deadlines - adds a sense of urgency; 2.  Create an ongoing sense of community. 3.  Humanize: let constituents see other people they are helping and the progress that is being made. 4.  Maintain a sense of humor. 5.  Measure engagement as well as your ultimate goal.
  113. 113. Campaigns 1.  Win-Win: Members for us, $$ for them 2. Friendly Competition: Mobilize their supporters to get most clicks 3. Short Deadline: only 10 days 4. Made it Easy: Special blog posts, custom URLs http://bit.ly/govloopgivesygl http://bit.ly/govloopgivestofew
  114. 114. Progress: Source: http://www.devex.com/en/news/add-value-listen-inspire-samaritan-s-purse-social/76145 Community: Monthly reports along a spectrum: •  Discover (New Visits) •  Consume (Return Visitors) •  Search (New Members) •  Commit (Top Pages) •  Participate (Comments, etc.) •  Contribute (Blogs, Forums) •  Lead (Profile Views) •  Evangelize (Referral Source) Newsletter: Weekly Reports on Opens (Subject Line) and Clicks (Content / Placement) Social Media: Weekly Reports on Facebook, Twitter, LinkedIn, Google+
  115. 115. The 8 P’s of 21st Century Communications Purpose People Plan Produce Promote Participate Policy Progress
  116. 116. TheSocialCity.org
  117. 117. What Other Challenges Do You Face? Any Tools That You’d Like to Learn?
  118. 118. Andrew@GovLoop.com LinkedIn.com/in/AndrewKrzmarzick 202-352-1806 @krazykriz