2010: NJ GMIS: Getting Your Message Out

110
-1

Published on

Presentation to NJ GMIS about using social media effectively in a government agency

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
110
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • {"27":"I understand the IT perspective, Public Information perspective, and Elected Official perspective of social media.\n","16":"Administrator: who on the staff will do this? Already over-burdened. (People are already doing it. Survey the employees as to who is doing it at home. Assign one of them)\nElected Officials: worried about image, message control. This is scary. (People are already commenting. Cite newspaper issue)\nLegal: worried about liability, terms of use, response responsibility, is it playing? (Not playing. Paradigm shift in communications.)\n","5":"You’ve got to know where you’re going or you won’t ever get there. These are easy applications individually, but connectivity and consistency take time and study.\n","17":"Administrator: who on the staff will do this? Already over-burdened. (People are already doing it. Survey the employees as to who is doing it at home. Assign one of them)\nElected Officials: worried about image, message control. This is scary. (People are already commenting. Cite newspaper issue)\nLegal: worried about liability, terms of use, response responsibility, is it playing? (Not playing. Paradigm shift in communications.)\n","18":"Administrator: who on the staff will do this? Already over-burdened. (People are already doing it. Survey the employees as to who is doing it at home. Assign one of them)\nElected Officials: worried about image, message control. This is scary. (People are already commenting. Cite newspaper issue)\nLegal: worried about liability, terms of use, response responsibility, is it playing? (Not playing. Paradigm shift in communications.)\n","2":"I understand the IT perspective, Public Information perspective, and Elected Official perspective of social media.\n","25":"I understand the IT perspective, Public Information perspective, and Elected Official perspective of social media.\n","3":"I understand the IT perspective, Public Information perspective, and Elected Official perspective of social media.\n","31":"Red arrows are manual processes\nWe learned most of this and were introduced to most of these tools at NAGW\n","26":"I understand the IT perspective, Public Information perspective, and Elected Official perspective of social media.\n"}
  • 2010: NJ GMIS: Getting Your Message Out

    1. 1. Getting Your Message Out Implementing Social Media in Your Jurisdiction Carol A. Spencer Web Manager, Morris County NJ Treasurer, National Association of Government Webmasters April 21, 2010
    2. 2. My Background IBM Marketing Representative: 11 years Concerned Citizens Group: 5 years Denville Councilwoman: 6 years Denville Mayor: 4 years County of Morris IT: 17 years Website development: 14 years Web Manager: 3 years Social Media Management: 1 year National Association of Gov’t Webmasters Treasurer & NE Region Director
    3. 3. Social Media We Use RSS Feeds Scribd.com Facebook YouTube Twitter Flickr And Constant Contact for E-newsletters
    4. 4. We’re going to discuss → Getting Started → Selling Your Plan → Things to Consider → Morris County Social Media use
    5. 5. Getting started Lay out a PLAN Where will the information originate? Who will write the content? What will be the flow of information? Which applications will you use? Who will be responsible for them? How should they inter-connect? How will social media be marketed? How will you keep citizens engaged? You can’t sell it just because it’s “the thing to do”
    6. 6. “Selling” Social Media Use Establish the Need – communication paradyme shift Features – impersonal list Benefits – connect features to needs Reaction – watch, listen Objections – often fear or avoidance Ask for the Order – make it happen
    7. 7. “Selling” Social Media Use Establish the Need – communication paradyme shift Features – impersonal list Benefits – connect features to needs Reaction – watch, listen Objections – often fear or avoidance Ask for the Order – make it happen
    8. 8. Establish the need Who’s reading newspapers? • Sunday: In 1998, 56% of 18 – 24 year olds (9M). Today, 40% (7.7M) • Sunday: In 1998, 71% of 35 – 54 year olds (38M). Today, 56% (34M) Who’s on Facebook? • 2009: US Males – 17.7 million; US Females – 23.4 Million • 2010: US Males – 43.9 million; US Females – 56.0 Million Who’s using mobile? • Facebook: more than 25 million US mobile users • Twitter: almost 5 million US mobile users Source: naa.org, facebook.com, mashable.com
    9. 9. Establish the need Who’s reading newspapers? • Sunday: In 1998, 56% of 18 – 24 year olds (9M). Today, 40% (7.7M) • Sunday: In 1998, 71% of 35 – 54 year olds (38M). Today, 56% (34M) Who’s on Facebook? • 2009: US Males – 17.7 million; US Females – 23.4 Million • 2010: US Males – 43.9 million; US Females – 56.0 Million Who’s using mobile? • Facebook: more than 25 million US mobile users • Twitter: almost 5 million US mobile users Source: naa.org, facebook.com, mashable.com
    10. 10. Establish the need Who’s reading newspapers? • Sunday: In 1998, 56% of 18 – 24 year olds (9M). Today, 40% (7.7M) • Sunday: In 1998, 71% of 35 – 54 year olds (38M). Today, 56% (34M) Who’s on Facebook? • 2009: US Males – 17.7 million; US Females – 23.4 Million • 2010: US Males – 43.9 million; US Females – 56.0 Million Who’s using mobile? • Facebook: more than 25 million US mobile users • Twitter: almost 5 million US mobile users Source: naa.org, facebook.com, mashable.com
    11. 11. Establish the need Social Network Demographics* Internet User Demographics* – Age 18 – 24: 32% – Gen Y (’77 – ‘90): 30% – Age 25 – 34: 26% – Gen X (’65 - ’76): 23% – Age 35 – 44: 23% – Boomers (’55 – ’64): 22% – Age 45 – 54: 14% – Older Boomers (’46 – ’54): 13% – Age 55 – 64: 05% – Silent Generation (’37 – ’45): 07% – Age 65 plus: 01% – GI Generation (before ’37) : (* Percentage of total Social Network or Internet users) → Social Networking is not a fad → Part of the social fabric as population ages → Digital Natives / Digital Immigrants Source: beresfordresearch.com, webmetro.com 04%
    12. 12. Features RSS Feeds – get / put snippets where you want them Facebook – largest online community Twitter – short, quick, focused, searchable Scribd – multiple document formats, share, embed YouTube – visual, mobile, government channel Flickr – stills, share, embed, FB tab
    13. 13. Benefits Extends the reach of information Expands public participation Provides for immediate response Creates Community Builds Trust Can be done with free or cheap tools
    14. 14. Benefits Extends the reach of information Expands public participation Provides for immediate response Creates Community Builds Trust Can be done with free or cheap tools
    15. 15. Reaction Be ready to go live… fast! Identify and address objections.
    16. 16. Handling the Objections We can’t do this! • We have no money in the budget. • We don’t have enough staff. • No one understands it. • • • • • We can’t control it People will say awful things Everyone will see those awful things It’s not secure. What if confidential stuff is leaked? • Who’s liable for what they say? • Who’s going to respond for us? • Taxpayers will go nuts if they see employees playing with this
    17. 17. Handling the Objections We can’t do this! We don’t want to do this! • We have no money in the budget. • We don’t have enough staff. • No one understands it. • • • • • We can’t control it People will say awful things Everyone will see those awful things It’s not secure. What if confidential stuff is leaked? • Who’s liable for what they say? • Who’s going to respond for us? • Taxpayers will go nuts if they see employees playing with this
    18. 18. Handling the Objections We can’t do this! • We have no money in the budget. • We don’t have enough staff. • No one understands it. We don’t want to do this! • • • • • Should we keep our employees off this stuff? • Who’s liable for what they say? • Who’s going to respond for us? • Taxpayers will go nuts if they see employees playing with this We can’t control it People will say awful things Everyone will see those awful things It’s not secure. What if confidential stuff is leaked?
    19. 19. Ask for the Order Once you have the green light, be ready to go! 1. Have backgrounds & branding done. 2. Have your FB page ready to publish. 3. Have tweets pre-scheduled using Hootsuite. 4. Have photos uploaded to Flickr. Set as public. 5. Phase in YouTube and Scribd. 6. Issue a press release upon launch and with each additional social media application. 7. Make Social Media a priority communication tool.
    20. 20. Ask for the Order Once you have the green light, be ready to go! 1. Have backgrounds & branding done. 2. Have your FB page ready to publish. 3. Have tweets pre-scheduled using Hootsuite. 4. Have photos uploaded to Flickr. Set as public. 5. Phase in YouTube and Scribd. 6. Issue a press release upon launch and with each additional social media application. 7. Make Social Media a priority communication tool.
    21. 21. Things to Consider • Organizations create a Facebook FAN page • Seriously consider having a single Social Media presence online (1 FB page, 1 Twitter acct, etc) • Decide on a “communications tone” • Secure your FB profile so no one can see it • Never let fans / followers upload photos or videos • Always let fans / followers comment • Assign a team member to monitor comments
    22. 22. Things to Consider • Organizations create a Facebook FAN page • Seriously consider having a single Social Media presence online (1 FB page, 1 Twitter acct, etc) • Decide on a “communications tone” • Secure your FB profile so no one can see it • Never let fans / followers upload photos or videos • Always let fans / followers comment • Assign a team member to monitor comments
    23. 23. Things to Consider • Use a consistent, generic email address for all SM • Use a consistent “vanity” name • Have multiple admins for each application • Have “Use” and “Commenting” policies • Don’t post original material on Facebook. • Post from Twitter instead and “connect” to FB • BACK UP (Backupify.com) • EVERYTHING is subject to records retention laws • Comments must be screen captured for OPRA
    24. 24. Things to Consider • Use a consistent, generic email address for all SM • Use a consistent “vanity” name • Have multiple admins for each application • Have “Use” and “Commenting” policies • Don’t post original material on Facebook • Post from Twitter instead and “connect” to FB • BACK UP (Backupify.com) • EVERYTHING is subject to records retention laws • Comments must be screen captured for OPRA
    25. 25. Keep Management Informed Share Your Stats Facebook: sends an email weekly Hootsuite: has stats online Twitter: http://twitter.grader.com http://tweetstats.com Flickr, YouTube, Scribd have stats onsite Share Your Successes Positive comments 100th Twitter follower; 100th FB Fan, etc When adding an app, explain the benefits to management.
    26. 26. Keep Management Informed Share Your Stats Facebook: sends an email weekly Hootsuite: has stats online Twitter: http://twitter.grader.com http://tweetstats.com Flickr, YouTube, Scribd have stats onsite Share Your Successes Positive comments 100th Twitter follower; 100th FB Fan, etc When adding an app, explain the benefits to management.
    27. 27. If you want it to work… Don’t stop once you start. Remember you’re building a community. Credibility and trust, once lost, are hard to rebuild.
    28. 28. Contact Information National Association of Government Webmasters Website NAGW.org Twitter Twitter.com/NAGW Facebook Facebook.com/NAGW.org GovLoop Govloop.com/group/NAGW Email Treasurer@NAGW.org Morris County NJ Website co.Morris.NJ.US Twitter Twitter.com/MorrisCountyNJ Facebook Facebook.com/MorrisCountyNJ YouTube YouTube.com/MorrisCountyNJ Scribd Scribd.com/MorrisCountyNJ Email CSpencer@co.Morris.NJ.US
    29. 29. Getting Your Message Out Implementing Social Media in Your Jurisdiction Carol A. Spencer Web Manager, Morris County NJ Treasurer, National Association of Government Webmasters April 21, 2010
    30. 30. Chapter 2 How Morris County NJ Manages Social Media Carol A. Spencer Web Manager, Morris County NJ Treasurer, National Association of Government Webmasters April 21, 2010
    31. 31. Morris County’s Automated Process PIO issues a press release The web group uploads a catalog or brochure to Scribd.com Creates in MS Word Scribd subscribers are automatically notified. Post on the website using Blogger. (Create a custom template) Scribd can automatically tweet about it. Or, use Hootsuite to tweet about it manually. Can use links and graphics, even videos in the blog post Create a video. Embed in website. Upload to YouTube. Announce with Hootsuite or via press release. Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated. Website Subscribers are notified. Blogger auto-emails press releases to web group. Facebook pulls from Hootsuite through ping.fm. Ping.fm updates FB pages. Twitter/FB connection updates FB profiles. The web group creates a tweet with Hootsuite. Include link to website press release. Followers automatically notified. Constant Contact notifies the web group when the PIO publishes a newsletter. We tweet that in Hootsuite.
    32. 32. Blogger In Settings, Site Feed choose Full or Short In Email & Mobile add your email address to receive post. In Feedburner, create a feed. Embed in a website wherever you want it to appear. Add the icons for email or reader subscriptions to the page where blog entries post.
    33. 33. Hootsuite
    34. 34. Ping.fm: Broadcast Connect
    35. 35. Ping.fm Connections
    36. 36. Twitter Feed
    37. 37. Facebook Page
    38. 38. Flickr Stream
    39. 39. Facebook Flickr Tab
    40. 40. Scribd Documents
    41. 41. YouTube Channel
    42. 42. Twitter Tools • http://Hootsuite.com • http://Tweetake.com • http://Twitdoc.com • http://Twitpic.com • http://twitter.grader.com/ • http://Compete.com • http://govtwit.com (gov’t twitter list)
    43. 43. Government YouTube Channel • Email to government@youtube.com Include: Name of Government: .Gov URL: YouTube Account Name: Email address: Plans for the channel: • Must use official government url • Email address used to sign up must be official government email • Removes ads • Eliminates 10 minute limit. Limit is 1GB per video • Soon to come: transcription service
    44. 44. Chapter 2 How Morris County NJ Manages Social Media Carol A. Spencer Web Manager, Morris County NJ Treasurer, National Association of Government Webmasters April 21, 2010

    ×