social media, gov 2.0 and government workers
DESCRIPTION
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 AbrahamSocial-Ally.com
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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Revolutionizing communications
Sources: mobiThinking, Wikipedia
• 8 trillion text messages sent in 2011
• 5.3 billion mobile subscribers worldwide— 77% of Earth’s population
• 500 million to 1 billion people access Internet via mobile, many of them only through mobile
• Almost 1 in 5 global mobile subscribers have access to fast mobile Internet (3G+)
• Today 85%+ of new handsets can access mobile Web
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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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Text 'jdlasica' to 50500
Create your own at http://contxts.com
Create a mobile calling card E X E R C I S E
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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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• Google docs
• LibreOffice
• Google groups
• Private group on Facebook
• Project management (Huddle.net, SharePoint)
• Skype
Productivity tools R E S O U R C E S
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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