Social Media In The Public Sector Speakerbox Presentation

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    Social Media In The Public Sector Speakerbox Presentation - Presentation Transcript

    1. Social Media in the Public Sector: Perspectives and Practices
      Market Connections, Inc.
      October 27, 2009
    2. Objectives
      Provide a snapshot of current social media practices in the B2G marketplace.
      Provide a snapshot of how tools are being used by the government.
      Two online studies and contractor IDIs:
      • Government Contractor Social Media Survey and in-depth interviews
      • Federal Employee Social Media Survey
      2
    3. Survey Respondent Classifications
      Federal Employees
      • 59% Defense
      37% Civilian
      4% Judicial/Legislature
      • 72% Male
      28% Female
      38% 55+ years old
      36% 45 – 54 years old
      26% < 45 years old
      Variety of job functions represented:
      17% Executive management
      10% Program management
      9% IT, engineering
      8% Accounting
      7% Procurement
      Contractors
      • 50% < 500 employees
      32% 5,000+ employees
      • 42% Senior executives
      26% Marketing, advertising, PR
      • Variety of businesses represented:
      28% Professional services
      13% Manufacturers
      13% System integrators
      12% Defense/aerospace
      3
      Source: 2009 Government Contractor Social Media Survey
    4. Contractors: Current Practices in Social Media
      4
    5. Contractors: Social Media Strategy
      Of those who do not use social media, over half do not expect their organization to develop a strategy or do not know of any plans.
      Of those who use social media formally or informally, over one-third started to use it within the past six months.
      “Everything we do is driven by our clients. If they came out and said they are really using these tools, then we’re there.  But right now, our organization’s infrastructure just isn’t set up for this, and someone is going to have to prove how these tools will make government work smarter before we consider them.”
      5
      Source: 2009 Government Contractor Social Media Survey
    6. Contractors: Social Media Implementation Responsibility
      Forty-one percent (41%) have a staff member whose primary responsibility is focused on social media.
      6
      Source: 2009 Government Contractor Social Media Survey
    7. Contractors: Budget for Social Media Activities
      Twenty-two percent (22%) have a budget dedicated to social media activities with nearly two-thirds expecting that budget to increase.
      7
      Source: 2009 Government Contractor Social Media Survey
    8. Contractors: Primary Purpose of Social Media Activities
      “There’s a lot less desire to meet face to face with clients and these tools helps us enhance the way we communicate beyond what used to be possible with just email and telephone calls.
      We can share video and audio, chat through instant message, create groups on sites like Facebook and LinkedIn where we can exchange ideas with the community focused on these issues.
      There’s a huge percentage of our DOD audience who are under 25 and who no longer use email and we, as an organization, need to be very aware of that.”
      8
      Source: 2009 Government Contractor Social Media Survey
    9. Contractors: Social Media Activities and Content
      Top Five Types of
      Content Distributed
      Sales and marketing materials
      Event information
      Job postings
      Press releases
      White papers/case studies
      9
      Source: 2009 Government Contractor Social Media Survey
    10. Contractors: Current and Future Social Media Tools – Top Seven
      LinkedIn used most frequently followed by Facebook.
      GovLoop used most frequently.
      YouTube used most frequently.
      10
      Source: 2009 Government Contractor Social Media Survey
    11. Contractors:Benefits of Social Media for the Organization
      11
      Source: 2009 Government Contractor Social Media Survey
    12. Contractors: Challenges of Social Media Implementation - Top Ten
      “It’s a major time consumer. Someone’s got to monitor it constantly, and we just don’t have the resources or people to do that…You have to remember that marketing is overhead at a defense contractor, it’s not something that we can charge to a client, so it’s very difficult to convince our executives to spend on it.”
      “My main concerns would be security and training. Making sure that our staff are using the tools appropriately.  Another issue is the proliferation of them.  There are new tools popping up all the time, and it’s becoming a challenge to make sure everyone is on the same platform.”
      12
      Source: 2009 Government Contractor Social Media Survey
    13. Federal Government Employees:Current Practices in Social Media
      13
    14. Federal Employees: Agency and Personal Social Media Use
      Use by agency type
      24% Defense
      22% Civilian
      14
      Source: 2009 Federal Government Employee Social Media Survey
    15. Federal Employees: Social Media Use by Gender and Age
      Social Media use by Gender
      15
      Source: 2009 Federal Government Employee Social Media Survey
    16. Federal Employees: Agency’s Use of Social Media
      16
      Source: 2009 Federal Government Employee Social Media Survey
    17. Federal Employees: Use of Social Media in Organization
      17
      Source: 2009 Federal Government Employee Social Media Survey
    18. Federal Employees: Organizational Social Media Policies
      Byagency type
      59% Defense
      65% Civilian
      18
      Source: 2009 Federal Government Employee Social Media Survey
    19. Federal Employees: Social Media Sites Used in Past Month – Top Ten
      19
      Source: 2009 Federal Government Employee Social Media Survey
    20. Federal Employees: Sources for Information on Government Contractors
      20
      Source: 2009 Federal Government Employee Social Media Survey
    21. Implications
      Social media is still being used primarily as a high level information push/pull tool to agency constituents or as internal collaboration tools.
      While widespread adoption in the rank and file is not seen yet, significant growth has occurred in the past six to 12 months.
      Social media should compliment, not dominate, your marketing mix. Tried and true still has its place in your marketing plan.
      Set realistic objectives and expectations for your social media campaigns: building relationships vs. lead generation.
      Develop a formal long term plan for social media – consider phased roll-out.
      Monitor the evolution and use of social media tools by your customer base and adjust your strategies accordingly.
      21
    22. Contact Information
      Market Connections, Inc.
      14555 Avion Parkway,
      Suite 125
      Chantilly, VA 20151
      703.378.2025
      www.marketconnectionsinc.com
      22

    + Katie HanusikKatie Hanusik, 1 month ago

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    Speaker: Lisa Dezzutti, Market Connections

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