0
June 2011   Jason Darrah, Communications  Social Media 101
Social Media: <ul><li>Is NOT just a cool trend </li></ul><ul><ul><li>http://www.youtube.com/watch?v=lFZ0z5Fm-Ng   </li></u...
What is Social Media 101 <ul><li>Basic concepts, not the tech or strategies </li></ul><ul><li>Focus: Use for the City, not...
Through the Communications lens <ul><li>Social Media - No experts (or gurus) </li></ul><ul><li>Me: PR, Journalism, Pol. Sc...
Scope of Social Media use by  City to collaborate    within City use by City employees for personal use use by City  to co...
Personal use <ul><li>Employee Code of Conduct;  </li></ul><ul><li>Media Relations Management Guidelines;  </li></ul><ul><l...
City use: <ul><li>RSS feeds </li></ul><ul><li>Connect 2 Edmonton Forum / community </li></ul><ul><li>Podcasts - weekly </l...
“ Social Media” <ul><li>“ Media” – the channel – web-enabled technology that fosters  interaction, rather than just passiv...
Web 1.0  vs.  Web 2.0 <ul><li>Eyeballs </li></ul><ul><li>Content management systems </li></ul><ul><li>Directories  </li></...
<ul><li>Social Media is </li></ul><ul><li>NOT about the technologies </li></ul><ul><li>ALL about the Relationships and Con...
Is seeking “relationships” and conversations new? <ul><li>Bus drivers </li></ul><ul><li>Rec centre staff </li></ul><ul><li...
What is new?  <ul><li>Relinquish CONTROL  of the message </li></ul><ul><li>People CONTRIBUTE  to your info… comments, phot...
http://theconversationprism.com/ New tools and sites daily… Many different uses… but the new paradigm of connections and i...
Social Media: Web 2.0 participants  <ul><li>“ Digital Divide” has two sides to the coin </li></ul><ul><li>Different demogr...
How people use different social media <ul><li>People create content   </li></ul><ul><ul><li>Blogs, Twitter, YouTube </li><...
Different tools, different demographics Click below  (in slide mode)
Why should gov’t be interested? <ul><li>ROI  1 =  Risk of Ignoring  is too great  </li></ul><ul><li>ROI  2 = Return on Inv...
ROI 1 =  Risk of Ignoring <ul><li>staff lapse in judgment (bus driver to council) </li></ul><ul><li>KikkiPlanet:  In 40 mi...
ROI 2 = Return on Investment <ul><li>What is best use of tax dollar$ to meet need/demand by citizens for information, inte...
Social media can help answer:  <ul><li>How do we get info to people fast and help them spread the news? </li></ul><ul><li>...
ROI:  Opportunities of Frequency <ul><li>Several cross-connected channels to connect with people (e.g. Twitter, blog, YouT...
Opportunities of Reach <ul><li>new tools communicate to many rather than 1x1 </li></ul><ul><li>lines of communication that...
Opportunities of Yield (return) <ul><li>Engagement on issues, Create understanding </li></ul><ul><li>Humanize the City org...
Challenges with social media  <ul><li>Privacy (personal perspective) </li></ul><ul><li>Relinquishing “control of the messa...
More challenges <ul><li>Need to keep it fresh – need for frequency of posting </li></ul><ul><li>risks of being open to the...
Is it Free? <ul><li>Free and easy for users, not for gov’t </li></ul><ul><li>Staff, time, technology </li></ul><ul><li>Wha...
First step for any project <ul><li>Understand who you are trying to reach </li></ul><ul><li>Ask why – why are we trying to...
Go where your target is Communicate to audiences where they want to interact Jobs? Get others in an online community to an...
Social Media Fit  <ul><li>Different tools/sites enable different types of interactions </li></ul><ul><li>Different tools/s...
Hierarchy of needs – for Citizens <ul><li>Safety and security </li></ul><ul><li>Access to essential services </li></ul><ul...
Social Media examples
How people use different social media <ul><li>People create content   </li></ul><ul><ul><li>Blogs (weblog), microblogs (Tw...
<ul><li>Blogs (web log), microblogs, YouTube </li></ul>Creating, sharing content
Creating, sharing, rating content
Transforming Edmonton Blog Goals: <ul><li>Demonstrate day-to-day activity contributes to citizen priorities </li></ul><ul>...
Blog with Bob Dawson Bridge hassle 45 minutes av time!
Additional info (not in presentation): Key attributes of TE blog <ul><li>Author is identified </li></ul><ul><li>Conversati...
Additional info (not in presentation): “Bringing Our City Vision To Life” <ul><li>First tangible representation of transfo...
Additional info (not in presentation): Managing the blog <ul><li>Project managers as identified authors </li></ul><ul><li>...
Edmonton.ca  Static, one-way information, mainly consistent over time, City organization, formal Transforming Edmonton Fre...
Creating, sharing, rating content
Create content - Users generate content
Create Content – Twitter micro blog <ul><li>road/transit disruptions,  </li></ul><ul><li>response to queries/ complaints  ...
Why City is on Twitter <ul><li>Establishes presence for credibility, connections </li></ul><ul><ul><li>Crises; unfiltered ...
Additional info (not in presentation): One Twitter feed or many <ul><li>Humanize vs represent the voice of the org </li></...
Content collectors – RSS feed aggregators Vital for allowing “pull” of our information and helping viral sharing
Accessing Content remotely
Delivering content remotely
 
People connecting – Social  Networking  Sites <ul><li>Contests (Zoo logo) </li></ul><ul><li>15 to Clean challenge </li></u...
 
Second life <ul><li>Another online community </li></ul><ul><li>Advanced users </li></ul><ul><li>Experiential </li></ul><ul...
People connecting – Social  Networking  Sites
People reacting/critique – forums, ratings City makes first decision to relinquish control of the message in online commun...
 
Public input – forums, surveys, etc
People creating (& collaborating) - wikis
People creating (& collaborating) - maps <ul><li>River valley trails </li></ul><ul><li>Windstorm and CN Tower </li></ul>
When to consider using social media <ul><li>When you want to build a long-term relationships </li></ul><ul><li>When you wa...
Seek help! <ul><li>Communications and Public Involvement will help evaluate IT-approved tools and resources required, that...
End Part 1 <ul><li>Discussion </li></ul>
Contact me <ul><li>[email_address] </li></ul><ul><li>http://twitter.com/jdarrah  @jdarrah </li></ul><ul><li>Linkedin: http...
Additional info (not in presentation): How to do it
Same approach for each project <ul><li>Listen </li></ul><ul><ul><li>Monitor, respond </li></ul></ul><ul><li>Participate </...
Have clear objectives: <ul><li>Role of key tools in managing emergency/ addressing crisis </li></ul><ul><li>Role in labour...
Have clear approach per objectives <ul><li>Emergency/crisis/labour </li></ul><ul><li>Must 1 st  establish strong presence ...
Always be listening/watching, then… <ul><li>Reactive  </li></ul><ul><ul><li>gauge health of your brand, online reputation ...
Listening – tools to track brand, projects <ul><li>RSS aggregator  </li></ul><ul><ul><li>ie Google blog search </li></ul><...
Paid monitoring – if you’ve got $ <ul><li>BurellesLuce's &quot;iMonitor.&quot;  Tracks media mentions on the Web based on ...
Listening – specific measures for brand/project Element Metric Reveals Tools (e.g.) Audience <ul><li>Referrals </li></ul><...
City’s Response strategy <ul><li>Follow media relations strategy </li></ul><ul><li>Manage image and reputation </li></ul><...
Participate/Engage: Set strategy  <ul><li>Clearly define objectives of relationship and conversation you want to have </li...
Q  to ask when building online community <ul><li>Why are we building an online community?   </li></ul><ul><li>What are peo...
Recruitment tactics <ul><li>Use traditional approaches in social media tools </li></ul><ul><ul><li>Ads in Facebook (target...
Where are we going? <ul><li>Information and Conversations now </li></ul><ul><li>Respond to reputation issues </li></ul><ul...
Government 2.0 City of San Francisco Creates Shared Wiki Resource for Homeless Housing
To be continued… <ul><li> </li></ul>
Upcoming SlideShare
Loading in...5
×

Social media 101 for city-June 2011

257

Published on

Published in: Education, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
257
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Social media 101 for city-June 2011"

  1. 1. June 2011 Jason Darrah, Communications Social Media 101
  2. 2. Social Media: <ul><li>Is NOT just a cool trend </li></ul><ul><ul><li>http://www.youtube.com/watch?v=lFZ0z5Fm-Ng </li></ul></ul>
  3. 3. What is Social Media 101 <ul><li>Basic concepts, not the tech or strategies </li></ul><ul><li>Focus: Use for the City, not personal use </li></ul><ul><li>Opportunities and challenges </li></ul><ul><li>Types of social media </li></ul>
  4. 4. Through the Communications lens <ul><li>Social Media - No experts (or gurus) </li></ul><ul><li>Me: PR, Journalism, Pol. Sci., nerd </li></ul><ul><li>Complementary to IT, Web Office, Marketing Projects, Public Involvement… </li></ul><ul><li>Communications Goals: </li></ul><ul><ul><li>Manage Reputation, Brand, Image (of City/city) </li></ul></ul><ul><ul><li>Inform/increase awareness </li></ul></ul><ul><ul><li>Change/create behaviour </li></ul></ul><ul><ul><ul><li>Stimulate 2-way communication </li></ul></ul></ul>
  5. 5. Scope of Social Media use by City to collaborate within City use by City employees for personal use use by City to connect with citizens (people outside City org.) Enormous Potential. Contact Communications Guidelines developed with Web Office, Office of Public Involvement, IT, HR for CLT Being developed in Collaboration Strategy Use by councillors
  6. 6. Personal use <ul><li>Employee Code of Conduct; </li></ul><ul><li>Media Relations Management Guidelines; </li></ul><ul><li>and Acceptable Use of Communications Technology </li></ul><ul><li>If you can be identified as a City employee, you must ensure comments or opinions expressed publicly are aligned with those of the City organization </li></ul><ul><ul><li>Don’t do anything publicly that could embarrass you or City </li></ul></ul><ul><ul><li>eCity – search “Social Media” </li></ul></ul><ul><li>Access to SM sites: OK by Comms and IT; up to supervisor to request to Inside Information </li></ul>
  7. 7. City use: <ul><li>RSS feeds </li></ul><ul><li>Connect 2 Edmonton Forum / community </li></ul><ul><li>Podcasts - weekly </li></ul><ul><li>Twitter – City microblog </li></ul><ul><li>Facebook (Fan page) </li></ul><ul><li>YouTube </li></ul><ul><li>Blog - Transforming Edmonton </li></ul><ul><li>Google docs </li></ul><ul><li>Flickr site </li></ul><ul><li>Program Twitter feeds </li></ul><ul><li>EdmontonStories.com </li></ul><ul><li>Program Facebook groups </li></ul><ul><li>Library Twitter, Facebook </li></ul><ul><li>EEDC Twitter, Photo Gallery </li></ul><ul><li>Public input forums, surveys, etc (ETS – Airport) </li></ul><ul><li>LinkedIn (recruiting) </li></ul><ul><li>Community partnerships and data Mashups </li></ul><ul><li>More weekly! </li></ul>www.edmonton.ca/SocialMedia
  8. 8. “ Social Media” <ul><li>“ Media” – the channel – web-enabled technology that fosters interaction, rather than just passive viewing </li></ul><ul><ul><li>Not extension of “mainstream mass news media” </li></ul></ul><ul><li>“ Social” = Socializing in a channel with potential to reach a mass audience </li></ul><ul><li>a.k.a. Web 2.0 </li></ul>
  9. 9. Web 1.0 vs. Web 2.0 <ul><li>Eyeballs </li></ul><ul><li>Content management systems </li></ul><ul><li>Directories </li></ul><ul><li>Controlled source of credible, trusted information </li></ul><ul><li>One-way conversation </li></ul><ul><li>Participants </li></ul><ul><li>Wikis, widgets, user ratings, commenting </li></ul><ul><li>Profiles </li></ul><ul><li>Platforms for user-organized information, sharing and co-creating </li></ul><ul><li>Two-way and multi-way conversation </li></ul>
  10. 10. <ul><li>Social Media is </li></ul><ul><li>NOT about the technologies </li></ul><ul><li>ALL about the Relationships and Conversations or Interactions </li></ul>
  11. 11. Is seeking “relationships” and conversations new? <ul><li>Bus drivers </li></ul><ul><li>Rec centre staff </li></ul><ul><li>Fort Edmonton characters </li></ul><ul><li>CRC interactions </li></ul><ul><li>311 staff </li></ul><ul><li>Public meetings </li></ul>
  12. 12. What is new? <ul><li>Relinquish CONTROL of the message </li></ul><ul><li>People CONTRIBUTE to your info… comments, photos </li></ul><ul><li>Enhanced SHARING potential of ideas/info and meaning – bigger scale of viral capacity </li></ul><ul><li>IMMEDIACY – need to be agile/nimble in participating </li></ul><ul><li>CONNECT directly with people, rather than through mediated relationships </li></ul><ul><li>MOBILE access to web enabled </li></ul><ul><li>TWO-WAY Public conversations that persist </li></ul>
  13. 13. http://theconversationprism.com/ New tools and sites daily… Many different uses… but the new paradigm of connections and interactions is here to stay
  14. 14. Social Media: Web 2.0 participants <ul><li>“ Digital Divide” has two sides to the coin </li></ul><ul><li>Different demographics have different needs, and different tools provide different benefits </li></ul>
  15. 15. How people use different social media <ul><li>People create content </li></ul><ul><ul><li>Blogs, Twitter, YouTube </li></ul></ul><ul><li>People collect to content – consumption </li></ul><ul><ul><li>RSS, aggregators </li></ul></ul><ul><li>People react to/critique – ratings, reviews </li></ul><ul><ul><li>TripAdvisor, media polls </li></ul></ul><ul><li>People connect/join - social networks, virtual groups </li></ul><ul><ul><li>Facebook, Myspace, LinkedIn </li></ul></ul><ul><li>People collaborate – wikis, open source </li></ul><ul><ul><li>Wikipedia, Linux, Firefox </li></ul></ul><ul><li>People organize content </li></ul><ul><ul><li>Tags, Del.icious, Digg </li></ul></ul>
  16. 16. Different tools, different demographics Click below (in slide mode)
  17. 17. Why should gov’t be interested? <ul><li>ROI 1 = Risk of Ignoring is too great </li></ul><ul><li>ROI 2 = Return on Investment </li></ul>
  18. 18. ROI 1 = Risk of Ignoring <ul><li>staff lapse in judgment (bus driver to council) </li></ul><ul><li>KikkiPlanet: In 40 mins the #CoE workers putting in sidewalk in front of my house have stopped to smoke THREE times. Un-EFFIN-believable #yeg 11:20am, Jun 07 from Twitter </li></ul>
  19. 19. ROI 2 = Return on Investment <ul><li>What is best use of tax dollar$ to meet need/demand by citizens for information, interaction, involvement, overcome “voter apathy”… </li></ul><ul><li>Governance is inherently social and we need to go where are people socializing </li></ul><ul><li>Must have good case for use of tax$ for any project, clear objectives </li></ul><ul><ul><li>Business metrics, not media metrics </li></ul></ul>
  20. 20. Social media can help answer: <ul><li>How do we get info to people fast and help them spread the news? </li></ul><ul><li>How do we get people to pay attention to our issues and recognize them as important? </li></ul><ul><li>How do we communicate in a way that will resonate? </li></ul><ul><li>How do we build lasting relationships with citizens, that translate into good community partners? </li></ul><ul><li>How do we get civil servants answering fewer 1-on-1 email and phone calls? </li></ul><ul><li>How do we get meaningful input from residents? </li></ul>
  21. 21. ROI: Opportunities of Frequency <ul><li>Several cross-connected channels to connect with people (e.g. Twitter, blog, YouTube…) </li></ul><ul><li>Increases opportunity for immediacy of posting, improving relevance </li></ul><ul><li>Low dollar cost for ongoing implementation </li></ul><ul><li>Viral information spread = greater repetition and reach </li></ul>
  22. 22. Opportunities of Reach <ul><li>new tools communicate to many rather than 1x1 </li></ul><ul><li>lines of communication that grow exponentially with size of group (network spread) </li></ul>
  23. 23. Opportunities of Yield (return) <ul><li>Engagement on issues, Create understanding </li></ul><ul><li>Humanize the City organization, Showcase expertise, transparency – enhance credibility = trust </li></ul><ul><li>Demonstrate listening and responsiveness </li></ul><ul><li>Establish presence as recognized source of info, beneficial for crises / need for unfiltered messages </li></ul><ul><li>Measure interest, support, Learn what people are saying and what’s going on ( informal surveys, online focus groups, monitoring) </li></ul><ul><li>Deliver information as a service </li></ul><ul><li>Build relationships for future opportunities / communities of support </li></ul>
  24. 24. Challenges with social media <ul><li>Privacy (personal perspective) </li></ul><ul><li>Relinquishing “control of the message” </li></ul><ul><li>Risk of online criticism </li></ul><ul><li>Unbridled discussion can distort focus of your efforts </li></ul><ul><ul><li>create potential for storm/crisis </li></ul></ul><ul><li>Are we committing to doing something when people suggest it in online conversation? </li></ul><ul><li>Standards and guidelines; governance, comment policy </li></ul><ul><li>Infrastructure for Security – data sharing in Gov2.0 </li></ul>
  25. 25. More challenges <ul><li>Need to keep it fresh – need for frequency of posting </li></ul><ul><li>risks of being open to the world and providing a record that will last and last and last… </li></ul><ul><li>Can diminish credibility – blog “ghostwriters” </li></ul><ul><li>Time to manage, staff resources, comment moderation and guidelines </li></ul>
  26. 26. Is it Free? <ul><li>Free and easy for users, not for gov’t </li></ul><ul><li>Staff, time, technology </li></ul><ul><li>What can you afford to reallocate? </li></ul><ul><li>Limited value? </li></ul><ul><li>Public involvement </li></ul><ul><li>Media relations </li></ul><ul><li>Community engagement </li></ul><ul><li>Customer service </li></ul>
  27. 27. First step for any project <ul><li>Understand who you are trying to reach </li></ul><ul><li>Ask why – why are we trying to reach these individuals and what is the value that we bring to them… and they bring to us? </li></ul>
  28. 28. Go where your target is Communicate to audiences where they want to interact Jobs? Get others in an online community to answer questions for us
  29. 29. Social Media Fit <ul><li>Different tools/sites enable different types of interactions </li></ul><ul><li>Different tools/sites fit different needs and business objectives </li></ul><ul><li>Different tools/sites have different demographics </li></ul><ul><li>Social Media complements other strategies </li></ul><ul><li>Different tools/sites have different resource needs </li></ul>
  30. 30. Hierarchy of needs – for Citizens <ul><li>Safety and security </li></ul><ul><li>Access to essential services </li></ul><ul><li>Additional civic services </li></ul><ul><li>Information about services </li></ul><ul><li>Information as service </li></ul><ul><li>Input on policy and engagement </li></ul><ul><li>Responsiveness </li></ul><ul><li>Transparency, trust and confidence </li></ul><ul><li>Humanizing government </li></ul>One objective trumps others based on the tool…
  31. 31. Social Media examples
  32. 32. How people use different social media <ul><li>People create content </li></ul><ul><ul><li>Blogs (weblog), microblogs (Twitter), YouTube </li></ul></ul><ul><li>People collect/subscribe to content – consumption </li></ul><ul><ul><li>RSS, sportsfield notices, garbage alerts, QR codes </li></ul></ul><ul><li>People react to/critique others – ratings, reviews </li></ul><ul><ul><li>TripAdvisor, media polls, C2E, FB surveys </li></ul></ul><ul><li>People connect/join - social networks, virtual groups </li></ul><ul><ul><li>Facebook, Myspace, LinkedIn; Second Life </li></ul></ul><ul><li>People collaborate – wikis, open source </li></ul><ul><ul><li>Wikipedia, Quora, Linux, Firefox, WiserPath.org </li></ul></ul><ul><li>People organize content </li></ul><ul><ul><li>Tags, http://paper.li, Digg, Flickr </li></ul></ul>
  33. 33. <ul><li>Blogs (web log), microblogs, YouTube </li></ul>Creating, sharing content
  34. 34. Creating, sharing, rating content
  35. 35. Transforming Edmonton Blog Goals: <ul><li>Demonstrate day-to-day activity contributes to citizen priorities </li></ul><ul><li>Demonstrate Listening to Edmontonians </li></ul><ul><li>Establishes relationships directly with people </li></ul><ul><li>Humanizes the organization through real people with expertise, professionalism </li></ul><ul><li>Context on issues we want to convey, issues we want to engage citizens on </li></ul><ul><li>Avoids silos of information </li></ul>
  36. 36. Blog with Bob Dawson Bridge hassle 45 minutes av time!
  37. 37. Additional info (not in presentation): Key attributes of TE blog <ul><li>Author is identified </li></ul><ul><li>Conversational style that adds more “colour” or context to other information </li></ul><ul><li>“ Fresh” updates that are timely and relevant </li></ul><ul><li>Ability for people to comment on blog posts </li></ul><ul><li>Archive of all posts </li></ul><ul><li>Tags for each post make it very searchable, self-organizing for popular posts </li></ul>
  38. 38. Additional info (not in presentation): “Bringing Our City Vision To Life” <ul><li>First tangible representation of transforming Edmonton </li></ul><ul><ul><li>conversations about reaching goals give meaning to “a document about our vision” </li></ul></ul><ul><li>Complement other TE campaigns </li></ul><ul><li>Highly flexible to add, change as we go </li></ul><ul><li>Avoids silos of information </li></ul><ul><li>Learn from pilot </li></ul>
  39. 39. Additional info (not in presentation): Managing the blog <ul><li>Project managers as identified authors </li></ul><ul><li>Avoids proliferation of projects with distinct web presence and fragmentation of vision </li></ul><ul><li>One blog with multiple streams “keeps it fresh” </li></ul><ul><li>Searchable by niche topics while cross-promoting </li></ul><ul><li>Clear comment policy </li></ul><ul><li>Monitoring of comments by project teams </li></ul><ul><ul><li>Supported by Communications’ reputation management monitoring – like media monitoring </li></ul></ul><ul><ul><li>Supported by Social Media Advisory Committee – advice, collaboration, etc </li></ul></ul>
  40. 40. Edmonton.ca Static, one-way information, mainly consistent over time, City organization, formal Transforming Edmonton Frequent updates, archival, tags, conversational, interactive, informal, sharing, rich links Complementary tools
  41. 41. Creating, sharing, rating content
  42. 42. Create content - Users generate content
  43. 43. Create Content – Twitter micro blog <ul><li>road/transit disruptions, </li></ul><ul><li>response to queries/ complaints </li></ul><ul><li>snow ruts and Terwillegar </li></ul><ul><li>Good Neighbour Awards </li></ul><ul><li>Fire alerts, flooding </li></ul><ul><li>Micro posts </li></ul><ul><li>Links </li></ul><ul><li>Followers </li></ul><ul><li>Conversations </li></ul><ul><li>Search tags </li></ul><ul><li>ReTweets </li></ul>
  44. 44. Why City is on Twitter <ul><li>Establishes presence for credibility, connections </li></ul><ul><ul><li>Crises; unfiltered thru media </li></ul></ul><ul><li>Allows listening / informing </li></ul><ul><li>Complements other tools </li></ul><ul><li>Assists transparency </li></ul><ul><li>Information as service </li></ul><ul><li>Engages citizens </li></ul><ul><li>Builds champions </li></ul><ul><li>Informs City, enables response </li></ul><ul><li>Quasi focus groups </li></ul><ul><ul><li>Posts: </li></ul></ul><ul><ul><li>News releases </li></ul></ul><ul><ul><li>Answer questions </li></ul></ul><ul><ul><li>Job opportunities </li></ul></ul><ul><ul><li>Major traffic disruptions </li></ul></ul><ul><ul><li>Upcoming council meetings or events the mayor is attending </li></ul></ul><ul><ul><li>Alerts about other public consultation activity </li></ul></ul><ul><ul><li>Contests </li></ul></ul><ul><ul><li>Informal “focus groups” </li></ul></ul><ul><ul><li>Receive alerts on burnt lights, etc. </li></ul></ul>
  45. 45. Additional info (not in presentation): One Twitter feed or many <ul><li>Humanize vs represent the voice of the org </li></ul><ul><li>Build many followers and unified representation of the organization </li></ul><ul><li>Resist temptation to have separate feeds for each silo – take advantage of existing, known and followed feed </li></ul><ul><li>Create separate feeds for distinct objectives with clear niche separate from the organization, eg fire, transit </li></ul>
  46. 46. Content collectors – RSS feed aggregators Vital for allowing “pull” of our information and helping viral sharing
  47. 47. Accessing Content remotely
  48. 48. Delivering content remotely
  49. 50. People connecting – Social Networking Sites <ul><li>Contests (Zoo logo) </li></ul><ul><li>15 to Clean challenge </li></ul><ul><li>event promo </li></ul><ul><li>Issue/service awareness </li></ul><ul><li>(Fan) Page </li></ul><ul><li>Group </li></ul><ul><li>Comments </li></ul><ul><li>Closed/open </li></ul>
  50. 52. Second life <ul><li>Another online community </li></ul><ul><li>Advanced users </li></ul><ul><li>Experiential </li></ul><ul><li>For Edmonton –potential benefit for people imagining new development, such as new bridge, building, etc </li></ul><ul><li>Potential for interactions – job training, virtual conferences, connect real life and online tools </li></ul>
  51. 53. People connecting – Social Networking Sites
  52. 54. People reacting/critique – forums, ratings City makes first decision to relinquish control of the message in online community Objective: link Edmontonians around globe Positive unintended consequences
  53. 56. Public input – forums, surveys, etc
  54. 57. People creating (& collaborating) - wikis
  55. 58. People creating (& collaborating) - maps <ul><li>River valley trails </li></ul><ul><li>Windstorm and CN Tower </li></ul>
  56. 59. When to consider using social media <ul><li>When you want to build a long-term relationships </li></ul><ul><li>When you want to have a 2-way conversations/interactions </li></ul><ul><li>When you have resources to support a strategy </li></ul><ul><li>When an existing site is a popular place where your target audience segment interacts </li></ul><ul><li>When you want “top-of-mind” feedback </li></ul><ul><li>When you accept the risk of negative public feedback </li></ul><ul><li>When you want to deliver more context on a topic </li></ul><ul><li>When you want to put a human face to the organization or issue </li></ul><ul><li>When you want to share rich multimedia </li></ul><ul><li>When you want to compile input to support decision making as part of a public involvement process </li></ul>
  57. 60. Seek help! <ul><li>Communications and Public Involvement will help evaluate IT-approved tools and resources required, that can fit your objectives </li></ul><ul><li>Make sure you commit adequate resources (staff time) before engaging in social media strategy or presence </li></ul>
  58. 61. End Part 1 <ul><li>Discussion </li></ul>
  59. 62. Contact me <ul><li>[email_address] </li></ul><ul><li>http://twitter.com/jdarrah @jdarrah </li></ul><ul><li>Linkedin: http://ca.linkedin.com/in/jasdarrah </li></ul>
  60. 63. Additional info (not in presentation): How to do it
  61. 64. Same approach for each project <ul><li>Listen </li></ul><ul><ul><li>Monitor, respond </li></ul></ul><ul><li>Participate </li></ul><ul><ul><li>Presence, humanize the org, transparency </li></ul></ul><ul><li>Engage </li></ul><ul><ul><li>Mobilize, “long tail” benefit, social change </li></ul></ul><ul><li>Consider: </li></ul><ul><li>People </li></ul><ul><li>Purpose/ Process </li></ul><ul><li>Technology </li></ul>Business units will have specific objectives
  62. 65. Have clear objectives: <ul><li>Role of key tools in managing emergency/ addressing crisis </li></ul><ul><li>Role in labour issues </li></ul><ul><li>Role in talent recruitment to City </li></ul><ul><li>Role in labour attraction to city </li></ul><ul><li>Role in building pride </li></ul><ul><li>Role in engaging people for participation in events/activities; for informing people; compiling public input </li></ul><ul><li>Tracking effectiveness of initiatives such as social marketing (behaviour change) </li></ul>- Complement other tactics - Measurable objectives
  63. 66. Have clear approach per objectives <ul><li>Emergency/crisis/labour </li></ul><ul><li>Must 1 st establish strong presence as source of credible, frequent and reliable information </li></ul><ul><li>Build trust early, grow audience </li></ul><ul><li>When needed, mobilize action to make tools useful, effective </li></ul><ul><li>Tracking effectiveness </li></ul><ul><li>Must listen, listen, listen </li></ul><ul><li>Participate and probe on issues or ask questions, then listen, listen, listen… </li></ul><ul><li>Role in engaging people </li></ul><ul><li>Must go where people go to connect to recruit, build pride, attract </li></ul>
  64. 67. Always be listening/watching, then… <ul><li>Reactive </li></ul><ul><ul><li>gauge health of your brand, online reputation </li></ul></ul><ul><ul><li>Prevent crisis </li></ul></ul><ul><li>Proactive </li></ul><ul><ul><li>Join conversations </li></ul></ul><ul><ul><li>Promote your value </li></ul></ul><ul><li>Set guidelines on when to ignore, when to respond, when to notify bosses, when to notify departments (SM policy if needed) </li></ul>
  65. 68. Listening – tools to track brand, projects <ul><li>RSS aggregator </li></ul><ul><ul><li>ie Google blog search </li></ul></ul><ul><ul><li>ie Google news alerts </li></ul></ul><ul><ul><li>Twitter search – est. RSS </li></ul></ul><ul><ul><li>Other RSS alerts </li></ul></ul><ul><li>search.twitter.com </li></ul><ul><li>TweetBeep alert </li></ul><ul><li>Twellow – search Twitter location, etc </li></ul><ul><li>Wthashtag.com – what the hashtag </li></ul><ul><li>StartPR </li></ul><ul><li>Backtype </li></ul><ul><li>BlogPulse </li></ul><ul><li>Boardtracker, Boardreader – discussion forums </li></ul><ul><li>PostRank </li></ul><ul><li>Scoutlabs </li></ul><ul><li>Vanno </li></ul><ul><li>Measures – rough gauge: </li></ul><ul><li>Twitter measurement: Retweets; share of mentions; tone; </li></ul><ul><li>RTs, links viewed, traffic to blog & followers. </li></ul><ul><li>scoutlabs and twitter search and look and # of followers of original poster and everyone that retweets </li></ul><ul><li>Technorati – blog catalogue, search topics, check traffic on bloggers talking about your org </li></ul><ul><li>Google side wiki – watch for it </li></ul><ul><li>OMGILI </li></ul><ul><li>Social Oomph; Socialtoo </li></ul><ul><li>Facebook search & Facebook Lexicon </li></ul><ul><li>YouTube search </li></ul>
  66. 69. Paid monitoring – if you’ve got $ <ul><li>BurellesLuce's &quot;iMonitor.&quot; Tracks media mentions on the Web based on keywords. This self-guided monitoring service is very clean and easy to navigate. Cost: $3,600 </li></ul><ul><li>Cision's &quot;Small Business Edition .&quot; Assigns &quot;publicity values&quot; for different stories based on length, media type (print, online, video), estimated number of readers/viewers, tone and reach. Cost: starts at less than $5,000 a year. </li></ul><ul><li>Filtrbox's &quot;G2 .&quot; The &quot;Click here for Live Chat&quot; button makes trying the site a breeze. Cost: as little as $2,000 a year and includes both traditional and social-media monitoring. </li></ul><ul><li>Meltwater &quot;News and Buzz.&quot; Claims to track more than 100,000 media outlets around the globe. Downside: Somewhat hard to choose among the list of features. Cost: starts at $5,000 a year. </li></ul><ul><li>Radian6. tracks media hits online (no print). If buffing your image on social media sites is a top priority, this may be your program. Cost: starting at $7,200 a year. </li></ul>
  67. 70. Listening – specific measures for brand/project Element Metric Reveals Tools (e.g.) Audience <ul><li>Referrals </li></ul><ul><li>Target demographic </li></ul><ul><li>Who is SM tool attracting </li></ul><ul><li>Google Analytics </li></ul><ul><li>Twitter Search </li></ul><ul><li>Facebook profiles </li></ul>Influence <ul><li>Time spent on site </li></ul><ul><li>Bounce/exit rate </li></ul><ul><li>Importance of the conversation </li></ul><ul><li>How involved is audience </li></ul>Google Analytics Engagement <ul><li>Viewing of parts (text, tweets, video…) </li></ul><ul><li>Interest value of sites/tools </li></ul><ul><li>Google Analytics </li></ul><ul><li>Trendrr - Twitter </li></ul><ul><li>Board Tracker </li></ul>Loyalty <ul><li># of posts on brand </li></ul><ul><li>Recommendations, RT </li></ul>Are people supporting or discrediting <ul><li>Blogpulse </li></ul><ul><li>Lexicon </li></ul>Involvement <ul><li>Time spent on site/tool </li></ul><ul><li>Bounce/exit rate </li></ul>How involved in material is audience <ul><li>Google Analytics </li></ul><ul><li>Blogpulse </li></ul><ul><li>Repeats </li></ul>Action <ul><li>Posts, tweets, pass-ons </li></ul># of times audience performs desired action <ul><li>FeedBurner </li></ul><ul><li>News/ ratings </li></ul>
  68. 71. City’s Response strategy <ul><li>Follow media relations strategy </li></ul><ul><li>Manage image and reputation </li></ul><ul><li>Adhere to comment policy (posted with blog) </li></ul><ul><li>Correct factual errors </li></ul><ul><li>Always inform identified employees when they are subject of others’ content </li></ul><ul><li>Gauge readership (followers/reach) and tone of commenter (civil vs vitriolic) before entering into public discussion </li></ul><ul><ul><li>Balance desire to correct/inform with risk of increasing attention to errors, negative issues </li></ul></ul><ul><li>Ignore / respond / act </li></ul>
  69. 72. Participate/Engage: Set strategy <ul><li>Clearly define objectives of relationship and conversation you want to have </li></ul><ul><li>Identify tools that fit audiences + purpose ( Profile audience - i.e. surveys on tool usage) </li></ul><ul><li>Commit to managing tool: set guidelines, prepare team for delivering responses, comment moderation, schedule fresh posts… </li></ul><ul><li>Listen more, respond more, initiate in purpose area (also participate in other forums to drive to your area) </li></ul>
  70. 73. Q to ask when building online community <ul><li>Why are we building an online community? </li></ul><ul><li>What are people going to do when they get to our online community? </li></ul><ul><li>Do we need people to login, join? </li></ul><ul><li>How big could our community be? </li></ul><ul><li>Who will be our community caretakers? </li></ul><ul><li>Who will we invite? </li></ul><ul><li>What are our ground rules? </li></ul><ul><li>How are we involved? </li></ul>
  71. 74. Recruitment tactics <ul><li>Use traditional approaches in social media tools </li></ul><ul><ul><li>Ads in Facebook (targeted) </li></ul></ul><ul><ul><li>Ads on popular sites </li></ul></ul><ul><ul><li>Video on City web site </li></ul></ul><ul><li>Non-traditional approaches </li></ul><ul><ul><li>RSS feeds on job boards </li></ul></ul><ul><ul><li>Job opps promo on Twitter </li></ul></ul><ul><ul><li>Employee videos, go viral </li></ul></ul><ul><ul><li>Staff blogs </li></ul></ul>“ push of info” “ pull of info” or relationships about experience
  72. 75. Where are we going? <ul><li>Information and Conversations now </li></ul><ul><li>Respond to reputation issues </li></ul><ul><li>Open up data so users can re-package our data for more accessible use – Gov2.0 </li></ul><ul><ul><li>Utility – services </li></ul></ul><ul><ul><li>Transparency of government </li></ul></ul><ul><li>Long tail of public policy developing </li></ul><ul><ul><li>BlogCamp this spring: educate and support the community </li></ul></ul><ul><li>Engagement continuum: now - Forums, surveys for input; Future - Idea Zone 1.0 </li></ul>
  73. 76. Government 2.0 City of San Francisco Creates Shared Wiki Resource for Homeless Housing
  74. 77. To be continued… <ul><li> </li></ul>
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×