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
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. 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. 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. Road Map
“Government 2.0”
Web 2.0 / Social Media
Method
Model
Moving Forward
5.
6.
7. 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
8. Gov 2.0
“Government as platform . . .”
Tim O’Riley
9. 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
10. 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
11. 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
13. 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?
14. 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?
15. 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
16. 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
17. 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
18. The Method: Inform Next Steps
Where can we improve?
• Mission focus?
• Project scope?
• More / better outcomes?
• Stakeholder engagement?
• Engagement points?
• Engagement vehicles?
• Metrics systems?
19. 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/
20. 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!
22. 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
23. +
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
24. +
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
25. +
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
26. +
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,
27.
28. +
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.
29. +
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,
30.
31.
32.
33. +
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.
34. +
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,
43. +
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?
47. 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?
48. 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?
49. 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
50. 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
51. 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
52. The Method: Inform Next Steps
Where can we improve?
• Mission focus?
• Project scope?
• More / better outcomes?
• Stakeholder engagement?
• Engagement points?
• Engagement vehicles?
• Metrics systems?
