Social media broadview_washto

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A broad look at the emerging trends in social media and how state DOTs are deploying social media tools.

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  • As the web has moved from an information resource to a more conversational style of interaction, social media has seen rapid growth in recent years. For consumers, the benefits to work, socialising, entertainment and the engagement with goods and services are significant, for consumers with disabilities, the benefits are even more profound due to the opportunities for participation.
  • Pew Internet & American Life Project: About three in four (74%) teens ages 12-17 say they access the internet on cell phones, tablets, and other mobile devices at least occasionally. And 1-in-4 are "cell-mostly" internet users.
  • Social media broadview_washto

    1. 1. Social Media, the Big Picture Today‟s Internet is everywhere … Are you ready? Lloyd D. Brown, Director of Communications Western Association of State Highway and Transportation Officials August 7, 2013
    2. 2. What we’ll cover • What are the trends in social media usage, tool adoption • The current state of DOTs social media usage
    3. 3. Let’s review • 1990 - AOL rules • 1996 – Cable broadband • 1998 – “Online PR” • 2000 – Rise of streaming audio • 2002 – AOL disappearing • 2005 – What‟s a blog? • 2006 – We need a blog! • 2007 – Twitter, Facebook, Linkedin • 2009 – Smart phones, iPads = mobility To get to the heart of social media adoption, we first must understand Internet access.
    4. 4. Race Education Geography Disability Internet access Contributing factors Latest statistics Pew Internet and American Life Project, http://pewinternet.org/Reports/2012/Digital- differences/Overview.aspx • Nearly 1 in 5 Americans do not use Internet • A third of Americans with disabilities are less likely to go online • „Mobile‟ is changing the game
    5. 5. SOCIAL MEDIA TRENDS It‟s a mobile world
    6. 6. Social media tools What‟s so social about today‟s media? • Facebook • Twitter • YouTube It’s all about the conversation!
    7. 7. Facebook Still one of the most challenging social media outlets. • Privacy • Changing algorithms • Facebook „fatigue‟
    8. 8. Twitter Microblogging site continuing to change our news/information culture in 140 characters. • 7 years old • 400 million „tweets‟ a day • Careers devastated, careers made
    9. 9. YouTube Search Email Shop Social network Banking 92% 91% 71% 64% 61% • More than 1 BILLION visitors a day • More than 2 BILLION searches a day http://youtu.be/6f-z_hFpwQk So what are people doing online?
    10. 10. Instagram • 130 million users • 16 billion photos shared • On average, users spent 257 mins./month on Instagram
    11. 11. Quick pause: Do you remember?
    12. 12. Social media = All ages “Six out of ten internet users ages 50-64 are social networking site users, as are 43% of those ages 65 and older.” - Pew Study Source: http://pewinternet.org/Reports/2013/social-networking-sites/Findings.aspx?view=all
    13. 13. Social media usage Source: http://sourcedigit.com/1488-social-media-trend-2013-social-networking-is-all-about-mobile/ * Per month *
    14. 14. Wireless generations? • 63% of American adults connect to the Internet wirelessly • However, 6 in 10 American adults connect via broadband (as of Aug. 2011)  Nearly 90% of adults with household income over $75,000 annually have broadband access. 4/26/2012 14 Source: http://pewinternet.org/Reports/2012/Digital-differences/Overview/Digital-differences.aspx
    15. 15. Connected devices here to stay American ownership: • Cell phones - 91% • Netbooks/laptops - 61% • E-readers - 26% • Tablet computers - 34% 4/26/2012 15 As of May 2013. Source: http://pewinternet.org/Static-Pages/Trend-Data/Device-Ownership.aspx
    16. 16. Forget the desk: We’re moving 4/26/2012 16 Since 2009, laptop computers have out sold desktops Source: http://www.pewinternet.org/Static- Pages/Trend-Data/Device- Ownership.aspx
    17. 17. Where are the eyeballs? ‘Consumers downloaded a record 1.76 billion apps between Christmas and New Year’s Eve 2012.’ http://gigaom.com/mobile/app-downloads-hit-record-1-76-billion-over-holiday-week/
    18. 18. We love our ‘smart’ phones • 91% of ALL adults own a mobile phone • Smart phone owners (56%) now outnumber users of basic cell phones. 4/26/2012 18 Source: http://pewinternet.org/Trend-Data-%28Adults%29/Device-Ownership.aspx
    19. 19. Mobile phones open opportunities New York Times: “Other cultural forces aside, minorities, lower- income households and younger adults access the Internet at higher rates on mobile devices because they often do not have computers at home.” 4/26/2012 19 Photo by Ed Yourdon Source: http://www.nytimes.com/2010/08/02/technology/02drill.html?_r=1
    20. 20. Emerging social media • Pinterest • Storify • SnapChat • Vine • Path • Banjo
    21. 21. DOT SOCIAL MEDIA USAGE The current state of
    22. 22. History of the survey • AASHTO‟s first social media survey of state DOTs published in 2010. • 26 states were using Twitter – primarily relaying road/traffic information • 14 states used Facebook. • 7 states had a blog • 10 states used podcasting
    23. 23. It was 1-way outreach in 2010 • Survey respondents said social media was effective way of reaching an audience • Every state relied on news releases to reach media. • Only two states said they had reduced or cut other activities to manage social media.
    24. 24. In 2012, the world changes Good bye old tools, Hello new tools • 7 states use Pinterest, 4 states use Storify • Linkedin use cut in half, just 16% use podcasts • 1/4th of states have staff dedicated to social media full time • 11 states give their employees access to social media sites at work.
    25. 25. Social media tool usage Most used social media tools
    26. 26. 2012 = Engagement “We used to be very rigid and formal in all our responses. Now, we're trying to humanize the feed. We post pictures of ourselves and answer the feed as people (saying I and we) instead of an agency (DOT says...). It has helped tremendously and we've received really good public feedback!” “We're seeing a slow and steady gain in Twitter and Facebook followers. We're seeing more and more people asking questions, sharing comments or airing concerns via these two medium.”
    27. 27. Challenges ahead Too many tools, not enough time “Already we are spread kind of thin, so I anticipate we will have to make a choice at some point: either we shrink our social media presence and focus on the most successful/useful tools, or we hire someone to manage all of them full time.”
    28. 28. Looking ahead at 2013 • Social media emerging as public involvement tool. • A social media is standard tool. Focus now is on best practices, staffing, access to tools. • And …
    29. 29. IN A SOCIAL MEDIA WORLD Establishing a brand …
    30. 30. A new opportunity for engagement Formal federal decision-making process does not directly provide for the use of these new engagement technologies … but also doesn‟t prohibit them. 4/26/2012 30
    31. 31. New technologies = Old problems • You still need a message that beaks through the information clutter • Accuracy and timeliness of information remain critical concerns for communication teams • New tools complement old tactics … more pressure on communication teams to manage more tools 4/26/2012 31
    32. 32. Have a plan – use it • What are you trying to do?  Be informational? Collect comments? Be promotional? You need to know this. • Audience?  Where are they most likely to be? What are they most likely doing? • Be patient: Building community takes time.  No. 1 rule of engagement: “Have a take. Don‟t suck.” (lifted from sports radio host, Jim Rome)
    33. 33. When building ‘social’ plan Keep doing the basics well. • Be available: Is the web site easy to access? What about a mobile app? • Be responsive: Are there internal processes in place to handle questions or to pass along information? • Be creative: Are there opportunities to engage the public in new ways? 4/26/2012 33
    34. 34. Conclusion • The public is moving, no longer limited by time or space. • The new technologies bring with them old challenges … and, new opportunities • Focus on a core communications program that includes:  Accountability  Responsiveness  Creativity 4/26/2012 34
    35. 35. Social Media, the Big Picture 10/30/2012 35 Contact: Lloyd D. Brown, Director of Communications American Association of State Highway and Transportation Officials (202) 624-5802 office (202) 677-5811 cell lbrown@aashto.org Today‟s Internet is everywhere … Are you ready?

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