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What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
What The heck Is Social Media?
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What The heck Is Social Media?

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Social Media Primer

Social Media Primer

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

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