social media, gov 2.0 and government workers (original)
DESCRIPTION
This presentation has been slightly updated: http://www.slideshare.net/jdlasica/social-media-strategies-11839759 At the annual conference of the American Society for Public Administration in Las Vegas on March 4, 2012, JD Lasica and Chris Abraham of Socialmedia.biz will be giving a Super Session on social media strategy for public sector managers and employees. This presentation covers topics such as the importance of a social media strategy, metrics, SEO, keywords, Gov 2.0 sites, and lots more.TRANSCRIPT
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Create impact witha Social Media Action Plan
American Societyfor Public AdministrationLas Vegas, March 4, 2012
JD LasicaSocialmedia.biz
Chris AbrahamAbraham-Harrison
S U P E R S E S S I O N
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Tweet this preso! Hashtag: #aspacon
Creative Commons photo on Flickrby Prakhar
Today’s hashtag
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What we’ll cover today1. Survey of ecosystem2. Begin with a strategy 3. Meaningful metrics 4. Content & conversation5. Gov use of social media6. Campaigns with impact7. Use your communityQ&A, summary, hugs, tearful goodbyes
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Relax!
http://socialmedia.biz/aspa
Creative Commons BY photo on Flickr by Tom@HK
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8 color handouts. Be happy!http://socialmedia.biz/aspa
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• Blogs• Social networks• Microblogs (Twitter)• Online video (YouTube,
Vimeo, Dailymotion)• Widgets• Photo sharing (Flickr,
Photobucket, etc.)• Podcasts• Virtual worlds• Wikis• Social bookmarking• Forums• Presentation sharing
Social media a game-changerT H E E C O S Y S T E M
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• 77% US adults are frequent social media users.*
• 150 million active blogs; 1 million blog posts created per day
• 6 of top 10 websites in US are social sites (YouTube, Facebook, Wikipedia, Blogger, Craigslist, Twitter)
• Twitter: 100+ million active users, 250 million tweets per day
• Flickr: 35 million people, 4 billion-plus photos
• YouTube: 3 billion videos watched per day
*source: Nielsen Online, spring 2010
Staggering growth
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850 million members worldwide — 76% of US Internet users are on Facebook
Facebook: The social network
0
300
600
900
2004 20052006
20072008
20092010
2011Today
Facebook’s global growth rate, 2004-2012, in millions
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• Egypt: 18 days from Facebook-organized protest to Mubarak’s fall• Facebook group One Million Voices Against FARC mobilized 10 million
people to march against FARC in hundreds of cities in Colombia• Different outcome in Iran & Myanamar
Revolutionizing revolutions
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Revolutionizing politics2012 Obama Re-election Campaign
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Revolutionizing governance• Open gov initiatives in New York,
Chicago, elsewhere
• Nationwide 311 efforts
• Data.gov
• Utah.gov 2.0
• Virtual Alabama
• Washington, DC’s Gov 2.0 efforts
• Cook County’s open data portal
• New Orleans’ open data platform
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Before you plunge in ...
• Understand that social media is a series of stages: crawl, walk, run, fly
• Do you have a social media policy or guidelines?• Do you have a Strategic Social Media Plan in place?• Have you defined a clear theme?• Are you listening to your constituents & community?• Have you built a program before you turn to a campaign?• Have you identified and trained your team members?• Do you have buy-in from top management?
2 . L A Y T H E G R O U N D W O R K
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360 assessment of social media capabilitiesSpell out business goalsIdentify online communityProposed use of social tools & platformsLay out metrics programRecommendations on expanded capabilitiesCompetitive/peer analysis
Begin with a strategyElements of a Social Media Action Plan:
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How can you use social media?• Raise public awareness of your program or cause
• Reach new constituents & supporters
• Involve the community in decision-making
• Build a community of passionate champions
• Get people to take real-world actions
• Enhance existing communications programs
• Raise funds for a cause
• Advance your organization’s mission
E S T A B L I S H G O A L S
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Before you start, measure! 3 . M E A N I N G F U L M E T R I C S
‘Data is better than gut’: Gather, analyze, act
Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)
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ACTIONFunnel of love
INSIGHTS
INFORMATION
KPIsWho, how, why
T H E M E T R I C S P R O C E S S
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Goals
• Grow email list
• SEO: Increase online visibility
• Increase comments on blog
• Increase positive mentions of organization or program
• Have visitors stick around
• Make our content more viral
• Get people to take action
• Get people to attend event
KPIs to measure
# newsletter subscribers
increase in traffic or linkback #s
avg. # comments/post
mentions or pick-ups in blogs & social networks
stick rate, bounce rate
# of shares
# of petition signatures
# of registrants, year over year
Map goals to metrics
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What does your site rank for?Search your own site’s keyword juju on semrush.com & spyfu.com
K E Y W O R D S A R E K E Y
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"We don't really care about page views as much as we
care about comments. If we get 1,000 video views, that is good. The comments are a
focus group with our influencers. If they like it, they'll spread it and that
helps get us to our objectives."
- Jake Brewer, PowerShift
Beyond page views
New metrics of engagement
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Two cheat sheets H A N D O U T S
http://socialmedia.biz/aspa
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4 . C O N T E N T & C O N V E R S A T I O N
The power of storytelling
Cave drawing, Lascaux, France, 17,000 years ago
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Your organization is a media outlet Awareness > Influence > Action > Impact
C O N V E R S A T I O N F O L L O W S I N T E R E S T I N G C O N T E N T
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Don’t look now but you’re a content creator! Using Animoto
Create lightweight media
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Find emotional core, use videos or photos to make us feel
invisiblepeople.tv
Make the stories personal F O R N O N P R O F I T S & C A U S E O R G A N I Z A T I O N S
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Find your internal storytellers• List staffers’ skills• Who’s good at photos?• Video?• Writing?• Facebook or Twitter?• Create a Blog Squad• Who’s good at campaigns?• Open your blog to guest posts
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Open government
When citizens believe their governments are
sharing more information, they are
more likely to feel satisfied with civic life.
Pew Internet & American Life Project, “How the Public
Perceives Community Information Systems”
5 . G O V E R N M E N T U S E O F S O C I A L M E D I A
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Civic engagement platformSeeClickFix.com
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Code for Americacodeforamerica.org
C O N N E C T I N G C I T I E S & C O D E R S
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Helping kids get healthierLetsMove.gov
O B A M A I N I T I A T I V E
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City of Edmontonedmontonwintercity.ideascale.com
W I N T E R C I T Y S T R A T E G Y
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Twitter power users I N G O V E R N M E N T
@corybooker @bouldercolorado
@PhiladelphiaGov
@StateDept
@clairemc
@MikeBloomberg
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One City Mapcapstat.oca.dc.gov & map.data.dc.gov
D . C . O F F I C E O F C I T Y A D M I N I S T R A T O R
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Roll your own datadata.octo.dc.gov
D C . G O V D A T A C A T A L O G
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Broadband speeds at schools & colleges in Miami
Map mashups with open data D A T A V I S U A L I Z A T I O N
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visitmix.com/labs/descry/theobesityepidemic/
Descry Project’s Obesity Epidemic D A T A V I S U A L I Z A T I O N
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Championing a cause onlineUnity Productions Foundation
6 . C A M P A I G N S W I T H I M P A C T
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Using the Long Tailmyfellowamerican.us
U N I T Y P R O D U C T I O N S C A M P A I G N
• 1,387 bloggers responded, 800 shared My Fellow American video
• Video has received 655,000+ views
• Thousands of Americans shared personal stories about positive experiences with Muslim-American neighbors
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Integrated social media F R E S H A I R F U N D
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Real-world outcomes F R E S H A I R F U N D
• 1600% increase in online mentions
• Strengthened brand awareness
• Expanded donor funnel
• 11 blogger outreach campaigns
• Expanded Facebook, Twitter presences
• Enhanced website SEO
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The rise of micro-givingSaveMaryLake.com: $300,000 raised in 2 months
S A V E M A R Y L A K E
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http://charitywater.org/projects/map/
Make your cause tangibleC H A R I T Y : W A T E R
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2,922 people have tweeted reaching 1.6 million followers
http://gwendolynstrongfoundation.org
Spinal Muscular Atrophy T W E E T F O R A C U R E
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http://bit.ly/tweet4cure
SMA: Tweet for a CureE X E R C I S E
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savemymid.com
Advocacy campaign S A V E M Y M O R T G A G E I N T E R E S T D E D U C T I O N
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Tap into the sharing community
Creative Commons photo on Flickr byJason Means
Don’t do all the heavy lifting! 7 . U S E Y O U R C O M M U N I T Y
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Find your external champions!
Find the big kahunas in your sector by using your listening post. Then, influence the influencers. Post on their blogs & retweet.Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause.Scope out Twitter Lists that intersect with your organization or social cause.Useful tools: Klout, SocialMention, Google Analytics.
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Generate an Attention Wave to socialize your campaign
Use social love handles!
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• WordPress & its plug-ins• Open Office, Google docs• Drupal, Joomla
Free content! Free resources!
Free services!
• Free photos • Free videos (eg, TED talks)• Free music & audio
• Socialbrite.org/sharing-center• Creativecommons.org• Techsoup
Free expertise!• BarCamp• PodCamp• WordCamp• Social Media Club
Free software & platforms!
• Google Grants• YouTube for Nonprofits• Google Earth for Nonprofits
The awesome power of free
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Creativecommons.org• Rich source of free commercial & noncommercial images
• Flickr: 210 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses
• Use them for your blog, website, email or print newsletter, presentations, etc.
• Don’t just take. Share!
flickr.com/creativecommons R E S O U R C E
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Is your site mobile-ready?WPtouch Pro for mobile phones, Onswipe for iPad
D O N ’ T F O R G E T M O B I L E !
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Pace yourself, don’t stress!HootSuite
Tweetdeck Spredfast
Netvibes
http://bit.ly/smdash
S O C I A L M E D I A D A S H B O A R D S
ThinkUp
Crowdbooster
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• Begin with an aligned strategy, not with the tools.
• Measure, measure, measure! Evaluate, iterate, relaunch.
• Tell your stories.
• Use your community — your biggest resource: your advocates!
Key takeaways
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If you do not change direction, you may
end up where you are heading.
— Lao Tse
Don’t settle for the status quo
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Thank you, let’s talk!http://socialmedia.biz/aspa
JD [email protected]: @jdlasica
Chris [email protected]: @chrisabraham