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Social Media for Government

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How to Blend Traditional and Non-Traditional New Media into your Government Communications Plan...

How to Blend Traditional and Non-Traditional New Media into your Government Communications Plan

Workshop at ALI's Social Media for Government Conference.

July 12, 2010 | Silver Spring, MD

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  • Background in corporate comms at Lockheed and GEStarted at rM in January – got my job via Social MediaPR background and MBA
  • When done: Each team is going to be responsible for creating content about the workshop during our exercise, using their assigned channel. So during the break and throughout class, jot things down, shoot pics, video, whatever you think you might need to create your piece of content.Team 1 = VideoTeam 2 = BloggingTeam 3 = Photo and MicrobloggingTeam 4 = AggregationTeam 5 = Podcast
  • Divider page – understanding the changing media landscape
  • -Traditional Media (newspapers, TV news, etc.) had a monopoly on news creation and distribution. The tools used to create and distribute news were expensive and tightly controlled. This meant that news editors were gatekeepers to getting your information to the public. Thus, PR was born.-PR practitioners work to influence a media gatekeeper and get their stories told in traditional media because it was the only way to broadly reach their audience, and with some credibility.-Traditional and new media channels are BOTH still important for reaching audiences today.
  • Today, social media is blowing old models apart. The tools for content creation and dissemination are plentiful, cheap, accessible and easy to use. People are now relying on their social networks – their family and friends – for news and information.Companies, people, and organizations can use these tools: like blogs, Facebook, etc. to connect and engage with people, build credibility, and then reach them directly. It’s not a replacement, but an additional way to get your communication messages to your audience, and get instant feedback from them. Two-way communication.
  • People graze for news and informationThey also rely on their social networks for info“If information is important, it will find me”No single source for news anymore
  • Erik Qualmann, Socialnomics. May 2010 video
  • It’s not just something kids in dorms do. It’s a fundamental way that we stay connected, share information, and communicate. But it’s not a complete replacement for traditional media either.
  • They were slow to adapt and adopt. Didn’t move online soon enough.Tied to a revenue model of ad subsidation that didn’t translate well onlnie and doesn’t work now
  • They have to do more with less.They rely even more now on press releases and content from PR people. They want things that are quick, easy to package, drive page views, and engage audiences.They have to develop news for a variety of channels.
  • The stuff that people talk about on social networks doesn’t come from nowhere. Much of it originates in traditional media. And much of that comes from public relations.Facebook wall is the new refrigerator!The things people share and talk about comes from traditional media
  • People don’t wait for information, they seek it out. You also no longer need to wait for the media to get your message disseminated.Aqueduct rupture in Boston. People took to Twitter. Earthquake. Disasters.If media outlets aren’t covering you, or if you need to get your message out sooner, you have to opportunity to go direct-to-the-masses with your message via the Web. But you have to know where, why, and how to do that.
  • Where do you identify yourself along this ladder?What about your target audience?How are you currently addressing your audience at different points along this ladder?
  • We’ve talked about differences in old and new media and about a framework for identifying how to reach people through new media channels, but also why old media is still important.After the break we will talk about what kind of content you can create to reach these people in different places on the web and in traditional media.Quick break. During the break, take the chance to jot down notes, do an interview or two, snap a photo, whatever your team thinks is appropriate. You’re building content about the workshop to share later.
  • Divider page – The importance of content creationWe talked about how traditional media is still important because it drives a lot of social conversations, but reaching audiences directly is also important. How do you balance?How do you continue to work with traditional media but also engage audiences directly with new media channels?
  • Media outlets that traditionally had beat reporters to cover certain government groups. But they have cut those positions. Now you are in a position to help provide quality coverage. You have good news sense, write well, can serve up stories that are interesting and relevant and help them fill the news hole that keeps expanding.Look at your organization as your beat.Find interesting stories that you can serve up to traditional media, but that you can also create content around for use on your own social outposts.
  • Go beyond words. Think of the many tools available to help you tell a story. How can you use multiple channels to add layers to a story? How can you enhance it with multimedia?
  • General news stories. Stories about people are hyperlocal: promotions, new jobs, awardsLook at the outputs of your organization and think about how you can turn them into content: databases, lists, photo montages, maps, visualizationsUse employees to help come up with story ideasCreate an editorial calendarTrump up what may seem mundane and find the hook (calligrapher story from Staunton)Look at the variety of ways you can tell a story, who you can get involved
  • Good example of taking what may seem like a mundane story and publicizing it.Personalizing and localizing itLocal Hearst newspaper ran a content pilot. Trying to figure out how they can localize their coverage14 “Your Town” sectionsSame thing with the Boston Globe at Boston.com
  • Pulled content from National Guard off our platform. Geo-coded by ZIP.No editorial intervention – direct publishing to their websites.Reenlistments, promotions, special training assignmentsNY DMNA took a single story and created multiple instances of itPersonalized, so family and friends can share to social networks. 6.2 additional views per release when pushed into FacebookOne story gets lots and lots of legs!In one year, they sent 6,853 hometown news announcements!
  • Lost her PIO position in December. Were getting occasional mentions in calendar section of newspaper, nothing else.Cram 20 events into one press release. Running list on the web siteSwitched to a story based approach. Found the nugget about each event. White House Calligrapher. Ducks in the pond. City horticulturist.Wrote press releases. Installed news widget on site. Fed content to Facebook and Twitter pages.Started shooting YouTube videos at events. Saw 10x local media pickup. Sold out classes. Feature stories. TV news coverage. Drove people to their web site. Saved from budget cuts.
  • Why I don’t subscribe to the SMNR school of thought:Journos don’t want to have to put back together a story again. They are busy.Press releases still very important to traditional media.Less so to bloggers, in that they aren’t going to pull your release and republish verbatim,But they will look for your releases online to link to as an authoritative source.Blogger: 1-2 sentence pitch and link to release.
  • Headline is great for search – “Man Cave”Story is written in an engaging way, as if you were reading a news article. Grabs you.Photos attached for more context, suggested captions given at end of releaseContact infoLink back to NYS IG siteEasy to print, email, embed, or share to social networksIndexed to Google news almost immediatelySent directly to journalists statewideCoverage in NY Times, Albany TU, Huffington Post, CNN, Gawker, NY Post, regional papers, local TV across state
  • Dept. of State blogAsks questions before Clinton trips. Solicits input.Various authorsA bit stilted, but its consistently updated, a good source of content. They could do more to connect it with other social outposts.LOC – highlights interesting, little known things about the Library. What’s in their collection, what research help is available, what obscure or fun things they have, data they track, how they go about preserving and restoring docs, etc. Gives you a more personal feel to the library. One part of a wide social media strategy they’ve adopted. They have really content-worthy assets – photos, music, videos, text, etc.
  • Difference between skimming through a newspaper and directly searching for items on the web.Understanding how Google works: crawls the web and indexes content. Links are the currency of the web. Looks at who is linking to your page. Does that page have authority? Looks at your page and the words on it, the words in the URL, etc. Likes fresh content that’s frequently updated, which is why blogs do well in search. Better to get one link from a site with a lot of authority than thousands of links from bad sites.If Google can’t find your content, it won’t be indexed. For things like photos and videos, this is where tags become importantShow Google infographic: http://ppcblog.com/how-google-works/
  • The more incoming links you have from sites with high authority, the better that impacts the authority of your own site/pagesGoogle crawls the web, stores copy of your page’s content. Estimates page rank/authority based on links. Wikipedia.All about RELATIVE importance.Over 200 factors impact search engine resultsTake time to review the graphic.
  • Tags, hashtags, links.Don’t put information in PDFs! Harder forGoogle News to find that infoKeywords: You can worry less about keyword optimization if you instead focus on good, solid content people will want to read.Blog post titles should have keywords, keywords in first paragraphInclude links to other places on your site – help Google and your readers get drawn into the rest of your site or other blog posts.Helps everyone searching for content: journalists, people in your town, your target audience.Good content is supposed to “naturally” rise to the top of Google’s rankingsPress releases should be showing up in Google news. If you issue through a third-party service, many are optimized for getting your content into Google news.
  • Google bombing to get rid of bad results – bury the bad news with good newsGoogle search results are time-sensitive, fleeting, and ever-changing. Kanye West after VMAsCreating content can lead to good results for your organizationLink baiting
  • Examples: Michael FitzgeraldCommon name, elected positionWants to build a solid online reputation. Puts out press releases with his name in the title every timeThat content lives on web, indexed by google, links back to IA treasurer siteResult: First SERP result for “Michael Fitzgerald Iowa” is his page4th result is one of his press releases
  • Your audience prefers different channels. Put content in different places for different audiences.More content in more places can create more links back and more opportunities for Google to crawl and index.Think of transmedia options and also technographics of your audience. What channels make sense?
  • CDC is a great exampleServes media and the publicOffers ways to subscribe to content (RSS, eMail, etc.)Articles and press releases are in easy-to-index HTML formatQuick links to facts, figures, informationDirect-to-audience message on lower sidebarImage library, CDC TV with embeddable, shareable content about different topics.Could be much more social media savvy – allow people to one-click share content in newsroom to social sites, include widgets for Twitter, FB, etc.
  • Sharing content:FacebookPosterousDeliciousGoogle ReaderDiggRedditMySpacePandoraMicroblogging:TwitterTweetDeckTweetChatHootSuiteSeesmicLocation:FoursquareGowallaLooptYelpBlogging:BloggerWordpressPosterousTumblrVideo:VimeoYouTubePhoto:TwitPicTweetPhotoYfrogFlickrPiknikPicasaPodcast:BlogTalkRadioiTunesEvents:LivestreamUstreamEventbriteCollecta
  • Divider page – Content Creation Exercise
  • Be creative! Think of the different types of stories you can tell about the workshop, about the people here, what we are learning and doing, etc.What are the interesting stories you can tell?How Posterous works: email, attach photo, video or imagesWork on your content and then email when you are finished to our group blog. Sign off everything you email with your group name.Feel free to ask me for advice or questions.You can take a break when your group is finished. We’ll circle back at 3:20 or so.
  • Divider page – Pulling it all together
  • What was posted to Posterous page?
  • You can continue to add content to this group blog throughout the day or the conference. You can comment on what other people post. Just send an email to post.

Social Media for Government Social Media for Government Presentation Transcript

  • How to blend traditional and non-traditional new media into your government communications plan
    Social Media for Government Workshop
    July 12, 2010
    Washington, DC
    Presented by: Amy Mengel
  • Hello!
    Amy Mengel
    readMedia
    amymengel.com
    readmedia.com
    @amymengel
    amy@readmedia.com
  • Workshop Schedule
    Phase One:
    Understanding the changing media landscape
    1:00 p.m. Introduction
    1:05 p.m. Small Group Activity
    1:25 p.m. How Information Seeking is Changing
    Traditional vs. new media channels
    Adoption rates of social media
    The shrinking newsroom
    POST methodology
    Social Technographics
    1:50 p.m. Break
  • Workshop Schedule
    Phase Two:
    The importance of content
    2:00 p.m.
    Becoming your own journalist
    Transmedia storytelling
    Identifying stories within your organization
    The new press release
    Reaching audiences through social media
    Search engine optimization
    Online reputation management
    Deploying content
    Online newsrooms
  • Workshop Schedule
    Phase Two:
    The importance of content
    2:45 p.m. Content creation exercise
    3:10 p.m. Break
  • Workshop Schedule
    Phase Three:
    Putting it all together
    3:30 p.m. Review of Exercise
    3:45 p.m. Final Q&A Summary
    4:00 p.m. Conclude
  • Small Team Activity
    Introduce yourselves and try to discover what everyone in the group has in common.
    Draft a collective “Twitter bio” for your group: Describe it in 160 characters or less!
    Come up with three hashtags that fit everyone in the group:
    e.g. #dawgs, #albany, #tdf
  • Understanding the changing media landscape
  • The old way:
    Traditional media had a monopoly on news creation and distribution.
  • The new way:
    Tools for content creation and dissemination are plentiful, portable, cheap, accessible and easy to use.
  • People are consuming information differently.
    92 percent of Americans use multiple platforms each day to get news.
    60 percent of Americans get news from a combination of online and offline sources each day.
    33 percent of cell phone owners access news on mobile device
    37 percent of internet users have contributed to creation of news, commented on it, or disseminated it via posting to social media sites
    80 percent of online news consumers get or share links via emails
    Source: Pew Research Center
  • The rate of social media adoption:
  • Social media is no longer a fad.
  • Traditional newsrooms are hurting
  • Newsroom pain:
    Newspaper print circulation has dropped 25.6% percent since 2000.
    All traditional media sectors saw decreases in ad revenue from 2008 to 2009.
    Roughly 1/3 of newsroom jobs in 2001 are now gone.
    Network news staffs at half of what they were at peak in 1980s.
    “News hole” continues to grow, with content required for main publication plus online, blogs, social media
    Source: Pew Project for Excellence in Journalism
  • Traditional media still drives online conversations!
    Blogs rely heavily on traditional press for topics.
    At local level, most news is repetitive. Traditional media still leads in breaking “new” information about a story.
    Traditional media is now producing more than one third of stories via new platforms
    Less local and hyperlocal news is available online, vs. regional or national
    Stories with positive headlines shared 30 percent more than average on Facebook
    Source: Pew Research Center: New Media, Old Media and How News Happens ; Wall Street Journal Digits blog
  • But now you can also engage with audiences directly
  • P
    O
    S
    T
    PeopleAssess your stakeholders’ social activities
    ObjectivesDecide what you want to accomplish
    StrategyPlan for how relationships will change
    TechnologyDecide which social technologies to use
    Copyright Forrester Research
    Forrester’s POST Approach
  • Forrester’s Social Technographics Ladder
  • Break – 10 minutes
  • The importance of content creation
  • Become your own journalist
    Your organization is your beat
    Find stories to fill the news hole
    Repurpose content
  • Transmediastorytelling
    Blogs
    Videos
    Podcasts
    Photos
    Tweets
    Comments
    Forums
    Aggregation
    Statusphere
    eNewsletters
    Press Releases
  • Identifying stories in your organization
    Create an editorial calendar
    Routine/mundane activities can be interesting to outsiders
    Use employees to help generate ideas
    Find ways to turn outputs of your organization into content: databases, lists, maps, visualizations, research
    Look at the variety of ways to tell a story and repurpose
    Create many stories out of one by personalizing and localizing them: promotions, new jobs, awards
  • Case Study: NY National Guard
  • Case Study: NY National Guard
    • Unique visits to content up 150%
    • Click-thru rates up 250%
    • Stories shared in Facebook see an average of 6.2 additional views
    • NYDMNA published 6,800+ personalized, localized stories about its soldiers in one year
  • Case Study: Staunton, Va.
    • Media coverage increased tenfold
    • Classes sold out
    • Info readily available via Google
    • Increased awareness of initiatives in the community
  • The “new” press release
    Does double-duty – provides print-ready content for media and searchable news content for direct audience
    Make it shareable – easy for people to post to social networks, embed on their sites, email to friends
    Multimedia – enhance press releases with photo, video, slides, copies of speeches and reports
    Headlines as email subjects – must be enticing!
    Include relevant links
    Make it easy to get to other news from your organization
    Get it to the media, on the web, and on your site
  • Use content to build community
  • Community Building
  • Facilitating knowledge exchange
  • Department of State
    Asked for reader input ahead of a a Clinton speech in Karkow promoting democracy
    Library of Congress
    Blog highlights library exhibitions,
    Preservation efforts, interesting and odd pieces in the LOC collections
  • Harness existing content and community
  • The importance of search optimization
  • How Google Works
    Google likes fresh, original content that gets linked to!
    PageRank algorithm
    Link structure
    Authority
    Keywords
  • SEO for online news content:
    Each article/press release has a unique, permanent URL
    Google can’t find articles that are in a drop-down box, embedded as Flash or graphics. Plain text HTML is best.
    Google News doesn’t crawl articles in PDF! Don’t publish articles/press releases/other content as PDF links.
    Think of keywords and use tags when developing content.
  • Online Reputation Management
  • Case Study: Iowa Treasurer
  • Where to put your content?
  • Seed content across channels:
    Online newsroom
    Social outposts
    Website
    Microsite
    Intranet
    Printed literature
  • Online Newsrooms
    Features to Include:
    Press releases, with RSS feeds
    Multimedia: YouTube videos, FlickrPhotostream, Podcast
    Facebook and Twitter widgets
    RSS feed of industry news and organization’s news coverage
    Media contact information
    Related links
  • Make content easy to find
  • Repurpose content across channels
  • Deploying Content
    Blogging:
    Blogger
    Wordpress
    Posterous
    Tumblr
    TypePad
    Moveable Type
    CoverItLive
    Video:
    YouTube
    Vimeo
    Tube Mogul
    Qik
    Ustream
    Livestream
    Aggregation:
    Delicious
    Greader
    Digg
    Reddit
    Stumble Upon
    Collecta
    Wordle
    Networking:
    Facebook
    LinkedIn
    MySpace
    Ning
    Photo:
    Flickr
    TwitPic
    Yfrog
    Picasa
    Picnik
    MIcroblogging:
    Twitter
    Yammer
    TweetDeck
    HootSuite
    TweetChat
    VisibleTweets
    Audio:
    BlogTalkRadio
    iTunes
    Location:
    Foursquare
    Gowalla
    Loopt
    Yelp
    BrightKite
    TripIt
    Documents:
    Slideshare
    DocStoc
    Scribd
  • Content Creation Exercise
  • Content Creation Exercise
    Your team must produce a piece of content about this workshop using your assigned channel. Tell a story!
  • Putting it all together
  • What did we create?
  • http://smgov2010.posterous.com
  • Wrapping it up
    Traditional media is still important: find ways to make their jobs easier and identify interesting stories
    Be your own journalist
    Determine POST and technographics for your audiences
    Reach audiences directly via good content
    Transmedia storytelling
    Optimize content for search
    Use social outposts todeploy content
  • Questions?
  • Photo Credits
    http://www.flickr.com/photos/wcroff/2493207433/http://www.flickr.com/photos/re_teacher/4524447850/http://www.flickr.com/photos/davidchief/1306006614/http://www.flickr.com/photos/therichbrooks/4040184142/http://www.flickr.com/photos/cavanimages/3589957881/http://www.flickr.com/photos/pacman3000/4309759389/http://www.flickr.com/photos/lelonopo/2172736720/http://www.flickr.com/photos/ljesmith/292424850/http://www.flickr.com/photos/11271667@N08/2376539888/http://www.flickr.com/photos/cphpubliclibrary/3238562999/http://www.flickr.com/photos/uncleriotous/3517700953/http://www.flickr.com/photos/chrisstreeter/3674586966/http://www.flickr.com/photos/40686087@N06/4022714137/http://www.flickr.com/photos/87719210@N00/3526434869/http://www.flickr.com/photos/danforth/3605692139/http://www.flickr.com/photos/bewelcomepix/2528101893/http://www.flickr.com/photos/therefore/18542525/http://www.flickr.com/photos/92305862@N00/2307362444/http://www.flickr.com/photos/voodooangelmg/380979873/http://www.flickr.com/photos/robbrucker/407842334/http://www.flickr.com/photos/andrewburrows/2559394780/http://www.flickr.com/photos/pinksherbet/3370498053/http://www.flickr.com/photos/precious_shots/804609072/http://www.flickr.com/photos/23615551@N03/4249992361/http://www.flickr.com/photos/liznal/3923540093/http://www.flickr.com/photos/smil/3637651409/http://www.flickr.com/photos/worldbank/3492673802/