Measuring Social Media and Determining Next Steps

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Presentation delivered for the Advanced Learning Institute's "Social Media for Government" in Washington, DC, on December 7, 2009. The workshop was designed to help government agencies gain a method for achieving desired outcomes with the use of social media to more effectively engage citizens and apply that method to a case study.

To learn more, please visit http://www.govloop.com, http://www.boldinteractive.com, or http://www.genshift.com

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Measuring Social Media and Determining Next Steps

  1. 1. How to Measure the Impact of Social Media and Determine Next Steps An Interactive Workshop: • Learn the Method • Apply to Model • Be bold and moveforward
  2. 2. About Bold Interactive We help you change the world: Faster and better through online engagement The Bold Approach wins because it is: • Mission accountable • Metrics driven • Fully Integrated • User focused
  3. 3. About Find and contribute best practices Research the latest Solve trends government problems Learn about the Connect with peers latest solutions MISSION: “Connect Government to Improve Government”
  4. 4. Road Map “Government 2.0” Web 2.0 / Social Media Method Model Moving Forward
  5. 5. Gov 2.0 Ordinary people . . . possess information - serious, expert, fact-based, scientific information - to enhance decision making, information not otherwise available to isolated bureaucrats. People are ready and willing to share that information across geographic, disciplinary, and institutional boundaries. - Beth Noveck, Wiki Government
  6. 6. Gov 2.0 “Government as platform . . .” Tim O’Riley
  7. 7. Gov 2.0 = Transparent, Open, Participatory Internal External Processes Policy Recruiting Regulation Training Security Public Affairs Social Media / Web 2.0 Tools = Enablers Social Networking, Wikis, Video Sharing, Blogs, RSS, Microsharing, Podcasts, Mash-Ups
  8. 8. The Power: The Achievement Value of Web 2.0 / Social Media • The ability to share, collaborate and act faster than ever before • The ease in which you can find and engage people of similar passions • The efficiency at which teams can be introduced, built and rallied towards an outcome • The archive of knowledge and ideas for future reference
  9. 9. The Secret: Understanding Social Media Strategy • It’s all about people and passion • The rules are the same as personal social interaction • The strategies for driving and measuring success are the same as offline efforts • The only real change is in the tactics and platforms • This is hard work, there is no silver bullet
  10. 10. The Method • Define Mission Achievement (Products / Services / Programs / Processes) • Map Achievement Path • Locate Stakeholders • Design Engagement • Measure Outcomes • Inform Next Steps
  11. 11. The Method: Mission Achievement What are your mission tenants? How do you achieve them? (Products / Services / Programs / Processes) • Who do you deliver value to? • What value do you deliver to each? • What resources are available? • What outcomes enable success?
  12. 12. The Method: Map Achievement Paths For each specific outcome: • Who are your stakeholders? • What do you need them to do? • Why are they going to do it? • outcome has been accomplished? How will you know that an • What are all that points of to engagement the would lead that successful outcome?
  13. 13. The Method: Locate Stakeholders The ones you know? • Your current sites • Lists: Events, email, snailmail • Memberships: Associations, professional groups • Social Media: GovLoop, blogs, forums, Linked-in, Twitter, Facebook, etc. The ones you need to meet? • Identify primary keywords • Search Engines: Find news sites, forums, blogs, associations • Social Media: Groups, trending topics, internal searches
  14. 14. The Method: Design Engagement Where do you want the key outcomes to take place? • A section of your current site • A new microsite • As a group, cause, discussion, or page of another site • Through an email or survey response How are you going to get your stakeholders there? • Online: PPC, SEO, Advertising, PR, Email, Blogging, Association Outreach, Social Media Announcements, etc. • Offline: Direct Mail, Telemarketing, Events, Publications, PR • Incentives: Currency (“Innobucks”), Cash
  15. 15. The Method: Measure Outcomes Traffic Analysis • Server log analysis: AWStats, Core Metrics, • 3rd party tools: Google Analytics, Omniture • Goal and event tracking for critical action points in the process • What to measure: Where do users come from, what pages do they visit, what do they accomplish, ask it questions - I wonder. . . Topic Trending • Keywords: Google Trends, Twitter, Trackur, Digg, Technorati • Conversations: Blogs, groups, discussions, etc. Reputation Monitoring (Branded related topics) • Google/Twitter alerts, Trackur, Radian 6, Other online tools and services • Keep it actionable
  16. 16. The Method: Inform Next Steps Where can we improve? • Mission focus? • Project scope? • More / better outcomes? • Stakeholder engagement? • Engagement points? • Engagement vehicles? • Metrics systems?
  17. 17. Tips: Inform Next Steps Testing process to increase action likelihood • Recommend changes to landing pages and action funnels • Launch the test, wait, analyze • If you win, keep changes - If you lose, try again (Snowball effect) Feedback systems and methods • A-B element testing, funnel path, offers and incentives • Friends, Coworkers, Clients, Partners • Survey Monkey: http://www.surveymonkey.com/ • Google Website Optimizer: https://www.google.com/accounts/ ServiceLogin?service=websiteoptimizer • Good article: http://www.webdesignerdepot.com/2009/06/10- tools-to-improve-your-site%E2%80%99s-usability-on-a-low-budget/
  18. 18. Tips: Inform Next Steps Building effective web pages • More bullseye: Focus on the next step of the funnel • An effective page: Has what I need, tells me how to get it, why it’s good, makes me feel smart, gives me a reason to take action and makes it safe and easy • Headlines should speak to the user’s primary interest • Calls to action should be focused and in about the same place on every page of the site • Contact information should be on every page • Contextual calls to action for next steps at the bottom of every page of content • ALWAYS BE IMPROVING!
  19. 19. Questions?
  20. 20. Applied Method: + Federal IT & Professional Services Acquisition Process Define Mission Achievement (Products / Services / Programs / Processes) Map Achievement Path Locate Stakeholders Design Engagement Measure Outcomes Inform Next Steps
  21. 21. + Applied Method: Mission Achievement Mission Tenants: Making it easier for agencies to do business with contractors though value-added, customized, acquisition, project management, and financial management services. How Achieved: • Who they deliver value to: Federal agencies - IT / Professional services • What value they deliver: Ensure requirements are met on time, within budget, at reduced risk resulting in best value solutions • What resources are available: Global staff, scores of agencies and contractors, partners • What outcomes enable success: Cost savings, efficiency, collaboration
  22. 22. + Applied Method: Map Achievement Paths Specific Outcome: Social Media engagement to improve the federal acquisition process for IT and professional services • Stakeholders: Client agencies, contractors, good gov organizations • Actions: Engage all stakeholders in process of improvement • Motivations: Generate buy-in through engagement • Metrics: Quality of ideas, number of participants, coalition to execute • Points of engagement: Engage stakeholders, create coalition, identify needs, facilitate discussion, prioritize efforts, develop solutions, build teams, implement solutions
  23. 23. + Applied Method: Locate Stakeholders Stakeholders you know: •Current sites: No mechanism for engagement on current sites •Lists: Internal agency emails, events •Memberships: Good government and acquisition/procurement organizations •Social Media: GovLoop, LinkedIn, blogs, forums, Twitter Stakeholders you need to meet: •Primary Keywords: Federal acquisition, government contracting, federal procurement, GSA •Traditional Media: Trade magazines •Social Media: GovLoop, LinkedIn
  24. 24. + Applied Method: Design Engagement Where do you want the key outcomes to take place? • A section of current site: Not applicable (or is it?) • Yes! Better Buy Project A new microsite: • Yes!aGovLoop discussion, or page of another site: As group, cause, • Through an email or survey response: Not defined How are you going to get your stakeholders there? • Online:on GovLoop, email, blogger / social media / association outreach Group • Offline: publications, PR Events,
  25. 25. + Applied Method: Measure Outcomes GovLoop Acquisition 2.0 Group Created by Mary Davie in March 2009. In six months, it has grown to include over 400 members. Within two months of its creation, members began planning an event that would enable key thought leaders and others to gather in person to continue their online conversation. The event took place on July 1 and included nearly 50 participants from several agencies and private industry. Early press garnered new members: • http://federalnewsradio.com/?nid=150&sid=1665635 • http://www.fcw.com/Articles/2009/06/22/COMMENT-Davie-acquisition-2.0.aspx • http://www.fcw.com/Articles/2009/10/26/FEAT-Acquisition-2.0.aspx • http://fcw.com/articles/2009/10/26/feat-acquisition-2.0-sidebar.aspx • http://bizgov.wordpress.com/2009/10/28/acquisition-2-0/ • http://www.fcw.com/Articles/2009/10/29/Procurement-revolution.aspx Mary and other members effectively used Twitter and other professional blogs to increase visibility of the group. In addition, the group was actively sharing valuable information, such as links to pertinent documents or policies and real-time news stories regarding acquisition and procurement.
  26. 26. + Applied Method: Measure Outcomes Traffic Analysis: GovLoop: Acquisition 2.0 Group • No Analytics: Google • Members, Comments, Discussions Goals: Topic Trending • Google Trends, Twitter Keywords: • GovLoop Group Activity Conversations: Reputation Monitoring • Brand Media Mentions: Google News, Google Alerts, Twitter Social search in Google,
  27. 27. + Applied Method: Measure Outcomes BetterBuyProject.com Through Acquisition 2.0 on GovLoop, fresh ideas were floated to Mary, including the creation of a crowdsourcing site where ideas for improving the federal acquisition process could be submitted, voted and commented on. The Better Buy Project, was launched on UserVoice in early October 2009. After just two months, the site has elicited over 70 ideas and hundreds of votes and comments. Like the Acquisition 2.0 Group, the Better Buy Project has garnered significant mention from the US and international press. • http://www.federalnewsradio.com/?nid=19&sid=1797174 • http://acqcorner.blogspot.com/2009/10/ideas-to-improve-federal-acquisiition.html • http://mtef.blogspot.com/2009/10/better-buy-project.html • http://www.govexec.com/dailyfed/1109/110909nj1.htm • http://www.wtop2.com/index.php?hlpage=2&nid=19&sid=1797174 • http://www.egov.vic.gov.au/index.php?env=-inlink/detail:m2434-1-1-8-s-0:l-17205-1-1-- • http://www.winvale.com/content.asp?contentid=679 • http://www.fiercegovernmentit.com/story/gsa-wants-your-ideas-betterbuyproject-com/2009-10-05 • http://www.washmg.com/wedweekly.asp?WWeeklyID=72&link=0 • http://www.fedweek.com/FMDR/showItem.php?ID=3661 • http://www.constrat.net/program-management-and-acquisition-support/increasing-competition-means-raising-the- bar-on-value • http://bizgov.wordpress.com/2009/10/13/bottom-up-procurement-reform/ Of course, the real test will be the application of one of these ideas on a real procurement. The group is looking at possibilities and should have a project in the early part of 2010.
  28. 28. + Applied Method: Measure Outcomes Traffic Analysis: BetterBuyProject.org • Google Analytics: Yes • Ideas,Votes, Comments Goals: Topic Trending • Google Trends, Twitter Keywords: • GovLoop, Twitter, Google News Conversations: Reputation Monitoring • Brand Media Mentions: Google News, Google Alerts, Twitter Social search in Google,
  29. 29. (-: (-:
  30. 30. )-:
  31. 31. + The Method: Inform Next Steps Where can we improve? • Setting up goal tracking in GA • Create better connections between Acquisition 2.0 and the BetterBuyProject • Track traffic / engagement between Acquisition 2.0 and BetterBuyProject • Seed top ideas from BetterBuyProject in Acquisition 2.0 for feedback and extrapolation • Contact leaders of other groups on GovLoop for cross promotion • Add tags to press release links, blog post links and promotional links for better tracking • Tests at BetterBuyProject to distribute feedback more evenly • Do keyword research and add content to the BetterBuyProject to match terms that will attract more and better SEO attention (GovLoop is private, no SEO) • Other ideas?
  32. 32. + Thoughts?
  33. 33. Let’s talk about YOU?
  34. 34. The Method • Define Mission Achievement (Products / Services / Programs / Processes) • Map Achievement Path • Locate Stakeholders • Design Engagement • Measure Outcomes • Inform Next Steps
  35. 35. The Method: Mission Achievement What are your mission tenants? How do you achieve them? (Products / Services / Programs / Processes) • Who do you deliver value to? • What value do you deliver to each? • What resources are available? • What outcomes enable success?
  36. 36. The Method: Map Achievement Paths For each specific outcome: • Who are your stakeholders? • What do you need them to do? • Why are they going to do it? • outcome has been accomplished? How will you know that an • What are all that points of to engagement the would lead that successful outcome?
  37. 37. The Method: Locate Stakeholders The ones you know? • Your current sites • Lists: Events, email, snailmail • Memberships: Associations, professional groups • Social Media: GovLoop, blogs, forums, Linked-in, Twitter, Facebook, etc. The ones you need to meet? • Identify primary keywords • Search Engines: Find news sites, forums, blogs, associations • Social Media: Groups, trending topics, internal searches
  38. 38. The Method: Design Engagement Where do you want the key outcomes to take place? • A section of your current site • A new microsite • As a group, cause, discussion, or page of another site • Through an email or survey response How are you going to get your stakeholders there? • Online: PPC, SEO, Advertising, PR, Email, Blogging, Association Outreach, Social Media Announcements, etc. • Offline: Direct Mail, Telemarketing, Events, Publications, PR • Incentives: Currency (“Innobucks”), Cash
  39. 39. The Method: Measure Outcomes Traffic Analysis • Server log analysis: AWStats, Core Metrics, • 3rd party tools: Google Analytics, Omniture • Goal and event tracking for critical action points in the process • What to measure: Where do users come from, what pages do they visit, what do they accomplish, ask it questions - I wonder. . . Topic Trending • Keywords: Google Trends, Twitter, Trackur, Digg, Technorati • Conversations: Blogs, groups, discussions, etc. Reputation Monitoring (Branded related topics) • Google/Twitter alerts, Trackur, Radian 6, Other online tools and services • Keep it actionable
  40. 40. The Method: Inform Next Steps Where can we improve? • Mission focus? • Project scope? • More / better outcomes? • Stakeholder engagement? • Engagement points? • Engagement vehicles? • Metrics systems?
  41. 41. QUESTIONS?
  42. 42. Thanks! Adam Schultz www.BoldInteractive.com Adam@BoldInteractive.com 919 451 8983 @BoldAdam Andrew Krzmarzick www.GovLoop.com Andrew@GovLoop.com 202 352 1806 @KrazyKriz

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