Venturing into the realm of Social Media<br />
Who cares about social media?<br />
How did we get here?<br />
How did we get here?<br />
What is it anyway?<br />Social media are primarily Internet-based tools for sharing and discussing information among human...
What is it anyway?<br />Applications:<br /><ul><li>Facebook
YouTube
Wikipedia
Twitter
MySpace
Flickr
Second Life
SlideShare
LinkedIn</li></ul>Technology:<br /><ul><li>Podcasting
 Webcasting
 Blogs
RSS feeds
 Webinars
 Text messaging
 Discussion boards</li></li></ul><li>Why should we care?<br />Women over 55 remain the fastest growing group [online], and...
Why should we care?<br />Since 2000, growth rates of Internet use have been highest among seniors – they recorded use rate...
Why should we care?<br />Source: Anderson Analytics, “Social Network Service (SNS) A&U Profiler,” provided to eMarketer, J...
Why should we care?<br />Nielsen Online shows that: <br /><ul><li> Social networks and blogs are now the 4th most popular ...
 Member communities are visited by 67% of the global online population
 Time spent [on social networks] accounts for almost 10% of all internet time</li></ul>Source: Nielsen Online, March 2009<...
What’s in it for CoB?<br />Opportunity to provide open and transparent information to the community in real time<br />Abil...
What’s in it for CoB?<br />Complaints can be addressed quickly<br /> Rumours can be dispelled publicly<br />Will also give...
Can be used to enhance customer service by providing frequent information on programs and services<br />Start conversation...
Who is using it in our community?<br />Royal Botanical Gardens<br />Performing Arts Burlington<br />GenNext: United Way Yo...
How can we use it?<br /><ul><li>Provide real time information regarding facility closures, transit route changes, road clo...
 Provide instant communication during a crisis situation</li></li></ul><li>Who is using it in our community?<br />Tourism ...
How can we use it?<br />Initiate engagement with residents by providing factual and pertinent details on: <br /><ul><li> n...
 fire safety and prevention
 programs and services</li></li></ul><li>A Better Burlington’s videos on Old Lakeshore Road appear on YouTube<br /> BPL an...
How can we use it?<br /><ul><li> Blogs can be used as a forum for specific issues or  projects
 Blogs must be continually updated or you will lose followers and create distrust</li></ul>Some community forums (blogs) c...
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Presentation to Management: Venturing into the realm of social media Feb25

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This presentation was delivered to an extended management team meeting (audience included managers, supervisors, directors and general managers) in a municipal government. The objective was to gain buy in for adopting social media within the organization.

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  • I’m sure you’ve all seen this picture by now. This picture was taken on a mobile phone and posted to Twitter – soon it made it’s way into the mainstream media – on the cover of major newspapers and showing up on news casts as well – Social media and new technology has become a way of life – it has been absorbed into our culture - and it’s not going anywhere… but we don’t need to be afraid of it. In fact we can use it to our advantage, as you’ll see in a little while.But before we get to that, let’s take a look at how we got to where we are today
  • It might surprise you to know that the Internet is actually over 50 years old – it may also surprise you to know that the Internet was an initiative of the United States military … now this is a very brief, condensed version of the history of the internet … and of course you can always find more details online on wikipedia
  • You will note that the last slide covered a span of 34 years and showed a few very significant milestones ... This slide covers the last 16 years, and really shows the huge boom in the development of the Internet and social networking applications – in fact, the whole social media phenomenon has really taken off in the last 10 years, with the bulk of the activity in the last 5 years …
  • So what is social media anyway? The key is the “social” part, and that is why it is so popular – it connects people in a way like nothing else has before
  • Here are some examples of applications, and different technologies – for the purposes of this presentation, we are going to focus on Facebook, YouTube, Twitter and blogs., mainly because those are the most popular and mainstream apps out there right now.How many of you actually use Facebook … Twitter… LinkedIn
  • So why do we need to jump into social media? Isn’t it just for kids? Well, no. As this slide shows, the youth segment is the one that is experiencing very little growth - as of March last year, women over 55 are the fastest growing group that are participating in online activities
  • This is also echoed in Canadian data. As this slide shows, people over the age of 65, are increasingly moving toward Internet use
  • These survey results show the precentage of each group that uses the different social media applications – the 65 to 82 age group has the highest percentage of respondents using Facebook
  • 1. Only behind search, portals and software downloads So what this information is telling us, is that there are likely a significant number of our audiences – our residents – pending time online on social networks
  • So what’s in it for us? Engaging in social media will give us an opportunity to provide open and transparent information to the community in real timeAbility to gain feedback - Imagine Facebook as being a 24/7 town hall meeting where you can get instant feedback on an issue and get a snapshot of what the community is feeling about that particular issueContent is pushed to the residentGives us an opportunity to reach more people
  • We can also address complaints and rumourspublicly
  • So how can we use Facebook to our advantage?As I mentioned earlier, you can think of Facebook as a 24 hour town hall meeting where you can get feedback from residents on a variety of issues
  • Let’s take a look at what’s out there now -
  • We can use Twitter to …
  • There are also a number of applications and different technologies that we could use internally as well
  • Some upcoming opportunities include …
  • All can utilize a variety of applications (Facebook, Twitter, etc.) to relay information to residents, and will allow opportunities for instant feedback
  • As you can see – a lot of municipalities are already using social media and this is just the tip of the iceberg, many othe r– mainly Facebook, Twitter, and blogsNow this does not mean we need to jump on the bandwagon just because everyone else is doing it, but we can learn from what others have done
  • The City of Guelph is very progressive – their Mayor and some Councillors blog, and they have corporate Facebook and Twitter accounts
  • two communications staff, 1 IT staff member2. allows preapproved staff from different departments to update information when needed
  • - Announcing news stories through FB and Twitter, with links to news releases on web site
  • We will be hearing from Paul Newmarch from the City of Calgary after the break, but we’ll just take a look at what they’ve done here
  • I’m sure a lot of you are thinking, that’s all well and good but what about …
  • &lt; HAND OVER TO RANDY HERE&gt;
  • Presentation to Management: Venturing into the realm of social media Feb25

    1. 1. Venturing into the realm of Social Media<br />
    2. 2. Who cares about social media?<br />
    3. 3. How did we get here?<br />
    4. 4. How did we get here?<br />
    5. 5. What is it anyway?<br />Social media are primarily Internet-based tools for sharing and discussing information among human beings. <br />The term most often refers to activities that integrate technology, social interaction and the construction of words, pictures, videos and audio. <br />~ Source: Wikipedia 2008 <br />
    6. 6. What is it anyway?<br />Applications:<br /><ul><li>Facebook
    7. 7. YouTube
    8. 8. Wikipedia
    9. 9. Twitter
    10. 10. MySpace
    11. 11. Flickr
    12. 12. Second Life
    13. 13. SlideShare
    14. 14. LinkedIn</li></ul>Technology:<br /><ul><li>Podcasting
    15. 15. Webcasting
    16. 16. Blogs
    17. 17. RSS feeds
    18. 18. Webinars
    19. 19. Text messaging
    20. 20. Discussion boards</li></li></ul><li>Why should we care?<br />Women over 55 remain the fastest growing group [online], and growth among the teen and college-age set has been relatively paltry. In absolute numbers there are now even slightly more members between the ages of 45 and 65 than there are 13-to 17-year-olds.<br />Source: Wired Magazine, March 2009<br />
    21. 21. Why should we care?<br />Since 2000, growth rates of Internet use have been highest among seniors – they recorded use rates in 2007 that were nearly 4 times higher than in 2000.<br />Source: Statistics Canada, 2007 data<br />
    22. 22. Why should we care?<br />Source: Anderson Analytics, “Social Network Service (SNS) A&U Profiler,” provided to eMarketer, July 13, 2009<br />
    23. 23. Why should we care?<br />Nielsen Online shows that: <br /><ul><li> Social networks and blogs are now the 4th most popular online activity ahead of personal e-mail
    24. 24. Member communities are visited by 67% of the global online population
    25. 25. Time spent [on social networks] accounts for almost 10% of all internet time</li></ul>Source: Nielsen Online, March 2009<br />
    26. 26. What’s in it for CoB?<br />Opportunity to provide open and transparent information to the community in real time<br />Ability to gain feedback from community regarding various issues<br />Content is being pushed to the resident, rather than relying on them to come find it<br />Provides an opportunity to engage a larger segment of the community<br />
    27. 27. What’s in it for CoB?<br />Complaints can be addressed quickly<br /> Rumours can be dispelled publicly<br />Will also give the City of Burlington stronger online profile<br />
    28. 28. Can be used to enhance customer service by providing frequent information on programs and services<br />Start conversations with residents to get feedback on issues<br />How can we use it?<br />
    29. 29. Who is using it in our community?<br />Royal Botanical Gardens<br />Performing Arts Burlington<br />GenNext: United Way Young Professionals - Hamilton/Burlington<br />
    30. 30. How can we use it?<br /><ul><li>Provide real time information regarding facility closures, transit route changes, road closures and construction update, etc.
    31. 31. Provide instant communication during a crisis situation</li></li></ul><li>Who is using it in our community?<br />Tourism Burlington<br />Councillor Craven<br />Marianne Meed Ward<br />NOTE: Community Relations monitors Twitter daily.<br />
    32. 32. How can we use it?<br />Initiate engagement with residents by providing factual and pertinent details on: <br /><ul><li> new construction (BPAC, Appleby Ice Centre)
    33. 33. fire safety and prevention
    34. 34. programs and services</li></li></ul><li>A Better Burlington’s videos on Old Lakeshore Road appear on YouTube<br /> BPL and BEDC have videos on YouTube<br />Residents have posted some scenic videos of the lakeshore and Lasalle Park, Christmas lights display<br />What’s out there now?<br />
    35. 35. How can we use it?<br /><ul><li> Blogs can be used as a forum for specific issues or projects
    36. 36. Blogs must be continually updated or you will lose followers and create distrust</li></ul>Some community forums (blogs) currently out there:<br /><ul><li>www.abetterburlington.ca
    37. 37. www.shapeburlington.ca
    38. 38. http://www.savegeneralbrock.ca/</li></li></ul><li>How can we use it?<br /><ul><li> Online collaboration tools such as wikis, discussion boards, webinars, and podcasts can help employees work together more efficiently and effectively</li></li></ul><li>How can we use it?<br />Upcoming opportunities to use social media:<br />2010 Municipal Election – engage a younger audience<br />Climate Change Summit and related events - more environmentally-friendly<br />Joseph Brant Memorial Hospital – engage residents in discussion about possible levy<br />
    39. 39. How can we use it?<br />Ongoing opportunities to use social media:<br />Environmental issues<br />Transit scheduling and information<br />Promote special events<br />Major announcements<br />Construction updates<br />Human resources recruitment<br />
    40. 40. Who else is using it?<br />Elliot Lake Kingston Port Coquitlam OttawaOakville MississaugaNiagara Region North Bay TorontoVaughan WindsorAurdrie, AB Calgary Edmonton Nanaimo Medicine Hat Kelowna Guelph Saskatoon St. John, NBVancouver Victoria, BC Oshawa Thompson, MB Timmins Brampton Surrey, BC <br />
    41. 41. Case studies:<br />City of Guelph <br />Region of Niagara<br />City of Calgary <br />And how is it working for them?<br />
    42. 42. And how is it working for them?<br />City of Guelph – Facebook,Twitter accounts, Mayor’s and Councillors’ blogs<br />Engaged in social media for about 1 year<br />It has been a positive experience<br />The workload is quite manageable<br />Experience very little negativity from users<br />Females 35 to 45 are the main users<br />
    43. 43. And how is it working for them?<br />2 to 3 employees share the account management responsibilities part-time<br />Moving to multiple authoring permissions for Twitter<br />Expect to move maintenance and account management into customer service responsibilities in next year<br />Now working on policies and procedures for web and social media <br />
    44. 44. And how is it working for them?<br />Region of Niagara - 12-month pilot project <br />Drafted a social media policy and created disclaimers with the legal team<br />Recently finalized strategy with senior management team<br />Currently pushing news releases out through Facebook and Twitter <br />
    45. 45. Web co-ordinator responsible for updates and account management <br />Back up support from Corporate Communications<br />Will monitor staff time involved – resourcing a big issue <br />Was useful for H1N1 – used YouTube<br />And how is it working for them?<br />
    46. 46. And how is it working for them?<br />City of Calgary<br />Joined Facebook in 2008, Twitter in March 2009, blog introduced in July 2009<br />Launching a new city newsroom in January 2010<br />Social media is integrated into communication planning<br />Has resulted in being better able read the pulse of the community<br />Found that media view does not always link with public view: people have their own beliefs<br />
    47. 47. Have equivalent of 1 full-time person dedicated to social media<br />Still determining the best way to practise social media—sorting out workloads and strategy<br />Several councillors use Twitter and are on a blog platform<br />Calgary’s communications director and general manager supported use of social media <br />And how is it working for them?<br />
    48. 48. But what about…<br />Complaints? -> We have an opportunity to correct misinformation in a public forum, addressing complaints shows transparency<br />Inappropriate comments? -> Moderators can remove rude and inappropriate comments – policies and guidelines would outline parameters for removal<br />
    49. 49. But what about…<br />Misuse by employees? <br />-> providing content on corporate page as a “friend”<br />-> viewing, distributing or generating inappropriate or unauthorized content<br />-> personal use (productivity concerns)<br />-> Existing HR and IT policies and guidelines address these issues<br />-> May require updates and new policies to fully cover social media concerns<br />
    50. 50. But what about…<br />The threats are real and we need to take them seriously but<br />It’s all doable with the appropriate safeguards and controls<br /><ul><li> Corporate security risks?</li></li></ul><li>Where do we go from here?<br />Define and Implement a Social Media Pilot<br /><ul><li>Determine scope, objectives, timing, participants
    51. 51. Select social media platform (Facebook? Twitter?)
    52. 52. Develop preliminary policies and guidelines
    53. 53. Perform a pilot assessment </li></li></ul><li>Beyond the Pilot - Moving Forward<br /><ul><li>Implement formal policies and guidelines
    54. 54. Begin integrating social media into our communications strategies
    55. 55. Integrate social media into the city’s e-Government strategy</li></ul>Where do we go from here?<br />
    56. 56. Questions ?<br />

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