New Castle County - Social Media Primer

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An introduction to Social Media - updated version

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New Castle County - Social Media Primer

  1. 1. What The Heck IsSocial Media?<br />Robert M. Ford<br />Jefferson Awards for Public Service<br />r.ford@jeffersonawards.org Twitter: fordrm<br />
  2. 2. Soundfamiliar?<br />
  3. 3. Social Media: A definition<br />“Online applications, platforms and media which aim to facilitate interaction, collaboration and the sharing of content.”<br />or two<br />“Social media is people having conversations online.”<br />
  4. 4. Why Social Media?<br />Increase collaboration between team members<br />Improve communication efficiency and effectiveness<br />Retain intellectualcapital<br />Foster community<br />Recruittalent<br />Drive innovation<br />
  5. 5. 16%<br />36%<br />17%<br />24%<br />68%<br />28%<br />Publish a blogPublish your own web pagesUpload video you createdUpload audio/music you createdWrite articles or stories & post<br />Creators<br />Post ratings / reviews Comment on someone else’s blogContribute to online forums<br />Contribute to / edit wiki articles<br />Critics<br />Use RSS feeds<br />Add “tags” to Web pages or photos“Vote” for web sites online<br />Collectors<br />Maintain profile on social networkVisit social network sites<br />Joiners<br />Read blogs<br />Watch video from other users<br />Listen to podcasts<br />Read online forums<br />Read customer ratings / reviews<br />Spectators<br />None of the above<br />Inactives<br />[Source: Forrester]<br />Who is doing what?<br />[Baby Boomers]<br />
  6. 6. Social Technographics - By Age Group<br />42%<br />31%<br />22%<br />Creators<br />Creators<br />Creators<br />43%<br />44%<br />37%<br />Critics<br />Critics<br />Critics<br />37%<br />29%<br />22%<br />Collectors<br />Collectors<br />Collectors<br />Male<br />65%<br />55%<br />34%<br />Joiners<br />Joiners<br />Joiners<br />86%<br />77%<br />75%<br />Spectators<br />Spectators<br />Spectators<br />9%<br />14%<br />21%<br />Inactives<br />Inactives<br />Inactives<br />18 - 24<br />25 - 34<br />35 - 44<br />36%<br />27%<br />21%<br />Creators<br />Creators<br />Creators<br />51%<br />40%<br />42%<br />Critics<br />Critics<br />Critics<br />23%<br />21%<br />19%<br />Collectors<br />Collectors<br />Collectors<br />Female<br />78%<br />52%<br />32%<br />Joiners<br />Joiners<br />Joiners<br />77%<br />72%<br />68%<br />Spectators<br />Spectators<br />Spectators<br />10%<br />19%<br />27%<br />Inactives<br />Inactives<br />Inactives<br />6<br />
  7. 7. Social Technographics - By Age Group<br />14%<br />12%<br />Creators<br />Creators<br />37%<br />28%<br />Critics<br />Critics<br />21%<br />12%<br />Collectors<br />Collectors<br />Male<br />24%<br />11%<br />Joiners<br />Joiners<br />70%<br />59%<br />Spectators<br />Spectators<br />26%<br />38%<br />Inactives<br />Inactives<br />45 - 54<br />55+<br />19%<br />27%<br />Creators<br />Creators<br />34%<br />40%<br />Critics<br />Critics<br />13%<br />21%<br />Collectors<br />Collectors<br />Female<br />25%<br />52%<br />Joiners<br />Joiners<br />66%<br />72%<br />Spectators<br />Spectators<br />31%<br />19%<br />Inactives<br />Inactives<br />7<br />
  8. 8. Who isdoing what?<br />36% of Matures watch and read content created by others<br />43% of Gen Xers read/post on message boards<br />62% of Millenials socialize online<br />27% of Baby Boomers read blogs<br />25% of Gen Xers write a blog<br />
  9. 9. Where are they doing it?<br />
  10. 10. 14%<br />78%<br />TrustsAdverts<br />Trusts Recommendations<br />We’re not in Kansas anymore, Toto<br />
  11. 11. OpenHonest<br />AuthenticDialogue<br />Social Media Mantra<br />
  12. 12. Engage!<br />Participate<br />RelinquishControl<br />Listen<br />Simple steps to getting started<br />
  13. 13. LinkedIn is your business Rolodex - connecting you to your business network<br />
  14. 14. Facebook is your personal address book - connecting you to your family and friends<br />
  15. 15. <ul><li> Aug ‘08 = 100MM users
  16. 16. Jan ‘09 = 150MM users
  17. 17. Apr ‘09 = 200MM users
  18. 18. 35+ users DOUBLED in last 60 days</li></ul>April 8, 2009: Facebook Hits 200MM Users<br />15<br />
  19. 19. Facebook Demographics<br />16<br />
  20. 20. Twitter is a virtual water cooler, where you can listen in, and jump into conversations that interest you<br />
  21. 21. Feb 2009 <br />10MM users, globally (700% AGR)<br />4MM users in US (&gt;1000% AGR)<br />Largest demographic is 45-54 year-olds<br />Twitter Growth<br />18<br />
  22. 22. Examples of how local government can use social media<br />Training <br />Effective communications<br />Incident response<br />Strategic public relations<br />Knowledge management<br />Recruiting<br />
  23. 23. Case Study: Department of Homeland Security <br />IdeaFactory Innovate, Collaborate, Succeed<br />
  24. 24. Case Study: Department of Homeland Security <br /><ul><li>Background
  25. 25. Transportation Security Administration (TSA) has a large (50,000+) workforce, distributed across 450 airports and other locations
  26. 26. Issue:
  27. 27. How TSA can engage employees and ensure that every employee has a voice in the way the agency and its operations evolve?
  28. 28. How TSA can collect constant, fresh input and perspectives on improvements?
  29. 29. How TSA can disseminate information about new and existing programs, initiatives, and policies and provide a forum for communication?</li></li></ul><li>Case Study: Department of Homeland Security <br /><ul><li>Solution: IdeaFactory
  30. 30. A participatory, collaborative and transparentwebsite that allows TSA employees to develop, promote, and improve innovative ideas
  31. 31. Employees post ideas, and rate and comment on those that interest them, participating in two-way communication with agency leadership, TSA program offices, and each other.
  32. 32. Results:
  33. 33. 40 innovative ideas (out of 9,000) have been implemented over the last two years, with more than 25,000 employees visiting the site.
  34. 34. Employees are engaged and have higher morale
  35. 35. Senior Leadership and TSA Program Managers get meaningful input from the workforce and have a reliable communication channel to reach frontline employees</li></li></ul><li>Case Study: Federal Emergency Management Agency<br /><ul><li>Issue:
  36. 36. Difficulty in raising public awareness
  37. 37. Solution:
  38. 38. Launched an integrated campaign (FEMA InFocus) across key social media platforms (YouTube, Facebook, Twitter. FEMA was one of the first federal agencies to initiate user agreements between social vendors such as Google, Facebook.</li></li></ul><li>Case Study: Federal Emergency Management Agency<br />Twitter: femainfocus<br />
  39. 39. Case Study: Federal Emergency Management Agency<br />YouTube: http://www.youtube.com/user/FEMA<br />
  40. 40. Case Study: Federal Emergency Management Agency<br />Facebook: Federal Emergency Management Agency<br />
  41. 41. Case Study: National Institutes of Health <br />Partnered with Wikimedia to increase the availability of accurate medical and health information<br />
  42. 42. Case Study: National Institutes of Health <br /><ul><li>Issue:
  43. 43. Seeking to make health and science information more accessible and reliable.
  44. 44. Solution:
  45. 45. Joined forces with the Wikimedia Foundation (the nonprofit organization that operates the Wikipedia® online encyclopedia) to improve online health information.
  46. 46. Hosted Wikipedia Academy - a public outreach event aimed at engaging academics and other subject-matter experts. Experienced Wikipedia authors explained Wikipedia’s structures and community policies to NIH employees unfamiliar with wiki culture or online communities, teaching them how to contribute to Wikipedia.</li></li></ul><li>Jefferson Awards<br />SharingServiceStories.org <br />
  47. 47. Jefferson Awards:<br />Sharing Service Stories<br />People can post their own service stories, including:<br /><ul><li>Embedding YouTube videos
  48. 48. Selecting service category
  49. 49. Upload images
  50. 50. ‘Tag’ story for easy searching</li></ul>SharingServiceStories.org <br />
  51. 51. Jefferson Awards:<br />Nominating for Jefferson Awards<br />People can nominate ‘Unsung Heroes’ for Jefferson Awards <br /><ul><li> Easy to complete
  52. 52. Nomination automatically routed to local media partner
  53. 53. Details of nominee, nominator and organization automatically captured in CRM system</li></ul>SharingServiceStories.org <br />
  54. 54. Jefferson Awards:<br />Find Volunteer Opportunities<br />People can find volunteer opportunities in their local communities:<br /><ul><li> Leverages Google’s ‘All For Good’ initiative
  55. 55. Searchable by City/State or Zip
  56. 56. Can further search by interest areas (e.g. Health, Youth, Environment)</li></ul>SharingServiceStories.org <br />
  57. 57. Jefferson Awards:<br />Sharing Service Stories Widget<br />The widget is our trojan horse:<br /><ul><li> Easily embeddable on any web site, blog, social network
  58. 58. Content can be filtered by location and/or interest area (e.g. Youth stories in Delaware)
  59. 59. Drives traffic back to SharingServiceStories.org
  60. 60. Viral nature (one click to get one line of code)</li></ul>SharingServiceStories.org <br />
  61. 61. Jefferson Awards:<br />Sharing Service Stories Widget<br />The widget is our trojan horse:<br /><ul><li> Allows volunteer opportunities to easily be embedded in any site
  62. 62. Volunteer opportunities can be filtered by location and/or interest area (e.g. Health in Delaware)</li></ul>SharingServiceStories.org <br />
  63. 63. ?<br />Any Questions?<br />
  64. 64. Acknowledgements <br />All images sourced from Flickr.com, under Creative Commons licenses. <br />

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