What The Heck IsSocial Media?Robert M. FordJefferson Awards for Public Servicer.ford@jeffersonawards.org Twitter: fordrm

Soundfamiliar?

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.”

Why Social Media?Increase collaboration between team membersImprove communication efficiency and effectivenessRetain intellectualcapitalFoster communityRecruittalentDrive innovation

16%36%17%24%68%28%Publish a blogPublish your own web pagesUpload video you createdUpload audio/music you createdWrite articles or stories & postCreatorsPost ratings / reviews Comment on someone else’s blogContribute to online forumsContribute to / edit wiki articlesCriticsUse RSS feedsAdd “tags” to Web pages or photos“Vote” for web sites onlineCollectorsMaintain profile on social networkVisit social network sitesJoinersRead blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings / reviewsSpectatorsNone of the aboveInactives[Source: Forrester]Who is doing what?[Baby Boomers]

Social Technographics - By Age Group42%31%22%CreatorsCreatorsCreators43%44%37%CriticsCriticsCritics37%29%22%CollectorsCollectorsCollectorsMale65%55%34%JoinersJoinersJoiners86%77%75%SpectatorsSpectatorsSpectators9%14%21%InactivesInactivesInactives18 - 2425 - 3435 - 4436%27%21%CreatorsCreatorsCreators51%40%42%CriticsCriticsCritics23%21%19%CollectorsCollectorsCollectorsFemale78%52%32%JoinersJoinersJoiners77%72%68%SpectatorsSpectatorsSpectators10%19%27%InactivesInactivesInactives6

Social Technographics - By Age Group14%12%CreatorsCreators37%28%CriticsCritics21%12%CollectorsCollectorsMale24%11%JoinersJoiners70%59%SpectatorsSpectators26%38%InactivesInactives45 - 5455+19%27%CreatorsCreators34%40%CriticsCritics13%21%CollectorsCollectorsFemale25%52%JoinersJoiners66%72%SpectatorsSpectators31%19%InactivesInactives7

Who isdoing what?36% of Matures watch and read content created by others43% of Gen Xers read/post on message boards62% of Millenials socialize online27% of Baby Boomers read blogs25% of Gen Xers write a blog

Where are they doing it?

14%78%TrustsAdvertsTrusts RecommendationsWe’re not in Kansas anymore, Toto

OpenHonestAuthenticDialogueSocial Media Mantra

Engage!ParticipateRelinquishControlListenSimple steps to getting started

LinkedIn is your business Rolodex - connecting you to your business network

Facebook is your personal address book - connecting you to your family and friends

Aug ‘08 = 100MM users Jan ‘09 = 150MM users Apr ‘09 = 200MM users 35+ users DOUBLED in last 60 daysApril 8, 2009: Facebook Hits 200MM Users15

Aug ‘08 = 100MM users

Jan ‘09 = 150MM users

Apr ‘09 = 200MM users

35+ users DOUBLED in last 60 days

Facebook Demographics16

Twitter is a virtual water cooler, where you can listen in, and jump into conversations that interest you

Feb 2009 10MM users, globally (700% AGR)4MM users in US (>1000% AGR)Largest demographic is 45-54 year-oldsTwitter Growth18

Examples of how local government can use social mediaTraining Effective communicationsIncident responseStrategic public relationsKnowledge managementRecruiting

Case Study: Department of Homeland Security IdeaFactory Innovate, Collaborate, Succeed

Case Study: Department of Homeland Security BackgroundTransportation Security Administration (TSA) has a large (50,000+) workforce, distributed across 450 airports and other locationsIssue: How TSA can engage employees and ensure that every employee has a voice in the way the agency and its operations evolve?How TSA can collect constant, fresh input and perspectives on improvements?How TSA can disseminate information about new and existing programs, initiatives, and policies and provide a forum for communication?

Background

Transportation Security Administration (TSA) has a large (50,000+) workforce, distributed across 450 airports and other locations

Issue:

How TSA can engage employees and ensure that every employee has a voice in the way the agency and its operations evolve?

How TSA can collect constant, fresh input and perspectives on improvements?

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: IdeaFactoryA participatory, collaborative and transparentwebsite that allows TSA employees to develop, promote, and improve innovative ideas 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.Results:40 innovative ideas (out of 9,000) have been implemented over the last two years, with more than 25,000 employees visiting the site.Employees are engaged and have higher morale Senior Leadership and TSA Program Managers get meaningful input from the workforce and have a reliable communication channel to reach frontline employees

Solution: IdeaFactory

A participatory, collaborative and transparentwebsite that allows TSA employees to develop, promote, and improve innovative ideas

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.

Results:

40 innovative ideas (out of 9,000) have been implemented over the last two years, with more than 25,000 employees visiting the site.

Employees are engaged and have higher morale

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 AgencyIssue: Difficulty in raising public awarenessSolution: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.

Issue:

Difficulty in raising public awareness

Solution:

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 AgencyTwitter: femainfocus

Case Study: Federal Emergency Management AgencyYouTube: http://www.youtube.com/user/FEMA

Case Study: Federal Emergency Management AgencyFacebook: Federal Emergency Management Agency

Case Study: National Institutes of Health Partnered with Wikimedia to increase the availability of accurate medical and health information

Case Study: National Institutes of Health Issue:Seeking to make health and science information more accessible and reliable.Solution:Joined forces with the Wikimedia Foundation (the nonprofit organization that operates the Wikipedia® online encyclopedia) to improve online health information.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.

Issue:

Seeking to make health and science information more accessible and reliable.

Solution:

Joined forces with the Wikimedia Foundation (the nonprofit organization that operates the Wikipedia® online encyclopedia) to improve online health information.

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 AwardsSharingServiceStories.org

Jefferson Awards:Sharing Service StoriesPeople can post their own service stories, including:Embedding YouTube videosSelecting service categoryUpload images ‘Tag’ story for easy searchingSharingServiceStories.org

Embedding YouTube videos

Selecting service category

Upload images

‘Tag’ story for easy searching

Jefferson Awards:Nominating for Jefferson AwardsPeople can nominate ‘Unsung Heroes’ for Jefferson Awards Easy to complete Nomination automatically routed to local media partner Details of nominee, nominator and organization automatically captured in CRM systemSharingServiceStories.org

Easy to complete

Nomination automatically routed to local media partner

Details of nominee, nominator and organization automatically captured in CRM system

Jefferson Awards:Find Volunteer OpportunitiesPeople can find volunteer opportunities in their local communities: Leverages Google’s ‘All For Good’ initiativeSearchable by City/State or Zip Can further search by interest areas (e.g. Health, Youth, Environment)SharingServiceStories.org

Leverages Google’s ‘All For Good’ initiative

Searchable by City/State or Zip

Can further search by interest areas (e.g. Health, Youth, Environment)

Jefferson Awards:Sharing Service Stories WidgetThe widget is our trojan horse: Easily embeddable on any web site, blog, social network Content can be filtered by location and/or interest area (e.g. Youth stories in Delaware) Drives traffic back to SharingServiceStories.org Viral nature (one click to get one line of code)SharingServiceStories.org

Easily embeddable on any web site, blog, social network

Content can be filtered by location and/or interest area (e.g. Youth stories in Delaware)

Drives traffic back to SharingServiceStories.org

Viral nature (one click to get one line of code)

Jefferson Awards:Sharing Service Stories WidgetThe widget is our trojan horse: Allows volunteer opportunities to easily be embedded in any site Volunteer opportunities can be filtered by location and/or interest area (e.g. Health in Delaware)SharingServiceStories.org

Allows volunteer opportunities to easily be embedded in any site

Volunteer opportunities can be filtered by location and/or interest area (e.g. Health in Delaware)

?Any Questions?

Acknowledgements All images sourced from Flickr.com, under Creative Commons licenses.