Lessons Learned: A state government social media reality check

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A presentation given to the 2009 Nevada Interactive Media Summit about the Nevada Department of Conservation and Natural Resources and its use of social media. The presentation was given by Bob Conrad, MA, APR, DCNR's Public Information Officer, and covers the agencies successes and warnings for government agencies using social media, such as Twitter, Youtube, Facebook and Google Maps. Also covered were strategies for overcoming barriers by others who object to using social media.

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Lessons Learned: A state government social media reality check

  1. 1. Lessons Learned A State Government  Social Media Reality Check BOB CONRAD, MA, APR | 775.684.2712
  2. 2. Background <ul><ul><li>2006 </li></ul></ul><ul><ul><li>8 divisions, ~950 employees, 1 PIO (NDEP) </li></ul></ul><ul><ul><li>Statewide </li></ul></ul><ul><ul><li>Diverse missions </li></ul></ul><ul><ul><li>Inherent complexity / controversy </li></ul></ul><ul><ul><ul><li>Water* </li></ul></ul></ul><ul><ul><ul><li>Weeds </li></ul></ul></ul><ul><ul><ul><li>Wild horses* </li></ul></ul></ul><ul><ul><ul><li>Environment* </li></ul></ul></ul><ul><ul><ul><li>Lake Tahoe* </li></ul></ul></ul><ul><ul><ul><li>Fire </li></ul></ul></ul><ul><ul><ul><li>Forestry </li></ul></ul></ul><ul><ul><ul><li>State Parks </li></ul></ul></ul><ul><li>*Most visible </li></ul>BOB CONRAD, MA, APR | 775.684.2712
  3. 3. Caveats <ul><ul><li>$ </li></ul></ul><ul><ul><li>&quot;Boring,&quot; &quot;most important&quot; </li></ul></ul><ul><ul><li>IT (bandwidth, expertise) </li></ul></ul><ul><ul><li>Constitutional mandate(s) / &quot;brand&quot; </li></ul></ul><ul><ul><li>Complex funding </li></ul></ul><ul><ul><li>Accountability </li></ul></ul><ul><ul><li>Resources </li></ul></ul><ul><ul><li>Policies </li></ul></ul><ul><ul><li>Hardware </li></ul></ul><ul><ul><li>Software </li></ul></ul><ul><ul><li>Rural </li></ul></ul><ul><ul><li>$ </li></ul></ul>BOB CONRAD, MA, APR | 775.684.2712
  4. 4. Needs <ul><ul><li>Free </li></ul></ul><ul><ul><li>Online </li></ul></ul><ul><ul><li>Immediate (Fossett, etc.) </li></ul></ul><ul><ul><li>Remote access </li></ul></ul><ul><ul><li>Limited bandwidth </li></ul></ul><ul><ul><li>Resources </li></ul></ul><ul><ul><li>Free </li></ul></ul>BOB CONRAD, MA, APR | 775.684.2712 BOB CONRAD, MA, APR | 775.684.2712
  5. 5. Plan <ul><ul><li>Goal </li></ul></ul><ul><ul><li>Audience(s) </li></ul></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Key messages </li></ul></ul><ul><ul><li>Strategy (comp. Web) </li></ul></ul><ul><ul><li>Tactics </li></ul></ul><ul><ul><li>Budget ($25) </li></ul></ul><ul><ul><li>Measurement </li></ul></ul><ul><ul><ul><li>Qualitative </li></ul></ul></ul><ul><ul><ul><ul><li>Awards, feedback, suggestions </li></ul></ul></ul></ul><ul><ul><ul><li>Quantitative </li></ul></ul></ul><ul><ul><ul><ul><li>Pre-post, site stats, visitation </li></ul></ul></ul></ul>BOB CONRAD, MA, APR | 775.684.2712
  6. 6. Overcoming Barriers <ul><ul><li>Present alternatives </li></ul></ul><ul><ul><ul><li>3 minute rule </li></ul></ul></ul><ul><ul><ul><li>3 recommendation rule </li></ul></ul></ul><ul><ul><li>Possible scenarios </li></ul></ul><ul><ul><ul><li>What if we do? </li></ul></ul></ul><ul><ul><ul><li>What if we don't? </li></ul></ul></ul><ul><ul><ul><li>Content control </li></ul></ul></ul><ul><ul><li>Draw historic parallels (damn electricity) </li></ul></ul><ul><ul><li>Document where / how discussions now occur  </li></ul></ul><ul><ul><li>Point to mainstream / successful models (Obama) </li></ul></ul><ul><ul><li>Point to constituent examples (NCOT) </li></ul></ul>BOB CONRAD, MA, APR | 775.684.2712
  7. 7. Questions <ul><ul><li>Health: Tech.? </li></ul></ul><ul><ul><li>Cultural Affairs: Permission? </li></ul></ul><ul><ul><li>Oregon NGO (Tourism): Resources? </li></ul></ul><ul><ul><li>EPA:  </li></ul></ul><ul><ul><ul><li>What? </li></ul></ul></ul><ul><ul><ul><li>Who? </li></ul></ul></ul><ul><ul><ul><li>Process to start? </li></ul></ul></ul><ul><ul><ul><li>Investments? </li></ul></ul></ul><ul><ul><ul><li>Lessons? </li></ul></ul></ul>BOB CONRAD, MA, APR | 775.684.2712
  8. 8. Solutions <ul><ul><li>Youtube ( www.youtube.com/nevadadcnr  ) </li></ul></ul><ul><ul><li>Google Maps ( parks ) / Calendar ( link ) </li></ul></ul><ul><ul><li>News/Blog ( dcnrnews.wordpress.com ) </li></ul></ul><ul><ul><ul><li>Feedburner </li></ul></ul></ul><ul><ul><li>Twitter ( www.twitter.com/nevdcnr ) </li></ul></ul><ul><ul><li>Flickr ( http://www.flickr.com/photos/nevadadcnr/) </li></ul></ul><ul><ul><li>&quot;Traditional&quot; </li></ul></ul><ul><ul><ul><li>Email newsletter </li></ul></ul></ul><ul><ul><ul><li>Site redesign ( www.dcnr.nv.gov ) </li></ul></ul></ul><ul><ul><ul><li>Letter writing </li></ul></ul></ul><ul><ul><ul><li>Meetings / Hearings </li></ul></ul></ul><ul><ul><ul><li>Videoconferencing </li></ul></ul></ul><ul><ul><ul><li>News media </li></ul></ul></ul>BOB CONRAD, MA, APR | 775.684.2712
  9. 9. Sample <ul><li>  </li></ul>BOB CONRAD, MA, APR | 775.684.2712
  10. 10. Success (?) <ul><ul><li>ABA  </li></ul></ul><ul><ul><li>Youtube  </li></ul></ul><ul><ul><li>Stats  </li></ul></ul><ul><ul><li>Flickr  </li></ul></ul><ul><ul><li>Awards </li></ul></ul><ul><ul><li>Web (pre/post) </li></ul></ul><ul><ul><li>Constituents tuned in AND responding </li></ul></ul><ul><ul><li>Increased public participation (hearings) </li></ul></ul><ul><ul><li>Increased partnerships (NCOT, UNR, USFW, UNCE, etc.) </li></ul></ul><ul><ul><li>Internal buy-in* (Calendar) </li></ul></ul><ul><li>* Critical </li></ul>BOB CONRAD, MA, APR | 775.684.2712
  11. 11. Discussion <ul><ul><li>How to converse AND regulate? </li></ul></ul><ul><ul><li>Limits to transparency </li></ul></ul><ul><ul><li>Face-to-face v. online </li></ul></ul><ul><ul><li>Legislators: in-person, direct contact </li></ul></ul><ul><ul><li>Counteracting barriers to resistance </li></ul></ul><ul><ul><li>Just because it's there, should we use it? (e.g., Twitter) </li></ul></ul><ul><ul><li>Does the medium support the message? </li></ul></ul><ul><ul><li>Are your audiences engaged with the medium? </li></ul></ul><ul><ul><li>Do you (or your clients) have time? </li></ul></ul>BOB CONRAD, MA, APR | 775.684.2712
  12. 12. Future <ul><li>&quot; Plan for Department of Conservation and Natural Resources is to do more with less&quot;  </li></ul><ul><li>- Las Vegas Review-Journal (2/27/09) </li></ul><ul><li>Comment: </li></ul><ul><li>&quot;I don't think people will realize just how much this department does until the department is destroyed by funding cuts.&quot; </li></ul>BOB CONRAD, MA, APR | 775.684.2712

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