Social Media Edmonton Case Study Jan2010

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Social Media Edmonton Case Study Jan2010

  1. 1. Thin Edge of a Wedge: Starting Small with Social Media January 2010 Jas Darrah, Communications Case Study: Alberta’s Capital City
  2. 2. Presentation note: <ul><li>Many slides are included for reference and will not be discussed in presentation. </li></ul><ul><li>Content is “copyleft”: you are allowed to use ideas or content for your presentations and strategies </li></ul>
  3. 3. Case study: City of Edmonton <ul><li>Capital City for Province of Alberta </li></ul><ul><li>Municipal government for 782,000 within city (and 1 million in capital region) </li></ul><ul><li>Jurisdiction for delivering services people see every day – transit, road repair, police, drainage, libraries, snow clearing, parks maintenance, rec centres, firefighters… </li></ul><ul><li>10,000 city staff; very de-centralized units </li></ul><ul><li>Communications manages (distributed) media relations, Web content approvals </li></ul><ul><li>City Web 1.0 moving to 1.5; Web 2.0/Gov 2.0 - future </li></ul>
  4. 4. Scope: through Communications lens <ul><li>No experts </li></ul><ul><li>Personal: PR, Journalism, Pol. Sci., ChangeCamper, nerd? </li></ul><ul><li>Different perspective from IT, Web Office, Marketing Projects, Public Involvement… (complementary) </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 perception </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. Case study: City social media <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>Flickr site </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>EdmontonStories.com </li></ul><ul><li>Expo2017 Twitter, Facebook, Youtube </li></ul><ul><li>Library Twitter, Facebook </li></ul><ul><li>EEDC Twitter, Photo Gallery </li></ul><ul><li>Facebook volunteer / team groups </li></ul><ul><li>Public input forums, surveys, etc (ETS – Airport) </li></ul>www.edmonton.ca/SocialMedia
  6. 6. Case Study: key lessons <ul><li>Make slow, deliberate steps to foster adoption </li></ul><ul><li>Start with small projects, backed by a big strategy </li></ul><ul><li>Create framework that allows others to push their projects forward in integrated manner </li></ul><ul><li>Capitalize on projects already through the gate and integrate with developing projects </li></ul><ul><li>Engage as many people as possible </li></ul><ul><li>Empower champions </li></ul><ul><li>Increase overall understanding of Social media in the organization … and community </li></ul>
  7. 7. Case Study: key lessons <ul><li>Innovate </li></ul><ul><ul><li>Take chances with social media </li></ul></ul><ul><ul><li>But follow rules (take few chances in social media) </li></ul></ul><ul><ul><ul><li>Government has a much lower tolerance for mistakes than in private sector </li></ul></ul></ul><ul><li>Do good </li></ul><ul><ul><li>Be guided by serving citizens better </li></ul></ul>
  8. 8. Why should City be interested? <ul><li>Municipal governance must be inherently social regardless of media </li></ul><ul><li>ROI 1 = Risk of Ignoring is too great (see horror stories – from Dell to Domino’s) </li></ul><ul><li>ROI 2 = Return on Investment (of tax dollar$ demands citizen information, interaction, involvement, overcome “voter apathy”…) </li></ul><ul><li>But – must have good case for use of tax$ (staff time) for any project, even social media </li></ul>
  9. 9. Convergence for overall SM strategy <ul><li>requests for smaller projects that use SM to advance goals (int’l conf., emergency syst…) </li></ul><ul><ul><ul><li>Ad hoc communications evaluation </li></ul></ul></ul><ul><li>need for several strategies to target citizen satisfaction and understanding in municipal tax system </li></ul><ul><ul><ul><li>Needs framework to plan </li></ul></ul></ul><ul><ul><ul><li>Both cases: SM is complementary to strategies using other channels </li></ul></ul></ul><ul><li>Economy = toilet </li></ul><ul><ul><ul><li>need to save $, innovate, and scale up efficiency of interactions </li></ul></ul></ul>
  10. 10. Municipal Tax System report, Aug 2008 <ul><li>Mayor’s inquiry: Strategy to support more effective, two-way citizen communication on the topic of Edmonton’s municipal tax system and budgets. Approved by council </li></ul><ul><li>Research-based strategy (focus groups, 800-citizen survey, analysis) : </li></ul><ul><ul><li>Enhance communications and feedback in the identified areas and on the most important citizen-identified issues </li></ul></ul><ul><ul><li>Refine existing communications tools to make the information that the City puts out on the City operations, budget, and tax processes easier for citizens to access, understand and provide input back to the City </li></ul></ul><ul><ul><li>Look beyond budget impacts, by ensuring that citizen input helps Council and Administration to consider policy options based on what’s been heard from citizens </li></ul></ul><ul><ul><li>Develop of a process to engage citizens in the City’s efforts to look at long-term improvements to the municipal tax system, ongoing dialogue on goal-based operations </li></ul></ul><ul><ul><li>Provide ongoing measurements of how well the City is succeeding in tying its activities and spending priorities to those of its citizens </li></ul></ul><ul><ul><li>Ongoing development of communication tools for 2009, and recommendations for process improvements that will help lead to improved citizen perception of the City effectiveness… </li></ul></ul>
  11. 11. Survey Said: “Government” issue <ul><li>Citizens quite satisfied with what the City provides (Annual Citizen Satisfaction Survey) </li></ul><ul><li>But skepticism about how the City operates (2008 Longwoods Survey and study) </li></ul>
  12. 12. Disconnect between what and how Satisfaction with Services and Programs (Banister Annual Survey) (Longwoods Tax System Survey) Baseline measures help future evaluation Satisfaction with City Government Performance
  13. 13. “ Government” perception <ul><li>City was perceived to be weak in top satisfaction drivers: </li></ul><ul><ul><li>Listening to and responding to citizens </li></ul></ul><ul><ul><li>Communicating complex issues </li></ul></ul><ul><ul><li>Transparency (open, honest) </li></ul></ul><ul><ul><ul><li>demonstrate tax value, looking for savings </li></ul></ul></ul><ul><ul><ul><li>alignment with citizen priorities </li></ul></ul></ul>Importance
  14. 14. Strategies to overcome negative perception about “how we govern” <ul><li>Increase transparency </li></ul><ul><li>Build relationships with Edmontonians </li></ul><ul><li>2-way communications </li></ul><ul><li>Demonstrate listening </li></ul><ul><li>Demonstrate priorities, engage in priority-setting </li></ul><ul><li>Convey value of services, continuous improvement / efficiencies </li></ul>These became building blocks for SM strategy and message platform for persuading leaders
  15. 15. Strategy to align priorities <ul><li>Perception or actual misalignment? </li></ul><ul><li>Apply &quot;the long tail&quot; to public policy </li></ul><ul><ul><li>Networked markets are more trustworthy than info from a single source </li></ul></ul><ul><ul><li>Networked consumers know more about a product than the company ever knows </li></ul></ul><ul><ul><li>In development with projects like Open Data Initiative </li></ul></ul>http://tinyurl.com/eaveslongtailpolicy <ul><li>Community building i.e. BlogCamp </li></ul>
  16. 16. All org need to reinforce reputation <ul><li>Communications objectives: </li></ul><ul><ul><li>Increase awareness/understanding, improve connections, help objectives of business units </li></ul></ul><ul><li>Convey competent gov’t/agency </li></ul><ul><ul><li>Prepared, strong plans to deliver operations/services </li></ul></ul><ul><ul><li>Deliver on citizen priorities </li></ul></ul><ul><li>Good government </li></ul><ul><ul><li>Transparent, open and responsive </li></ul></ul><ul><ul><li>Professional, respectful, comprised of people with expertise </li></ul></ul>
  17. 17. City pursued new methods of 2-way communication with citizens <ul><li>Social media = new ways to engage citizens </li></ul><ul><li>New way to communicate City messages and demonstrate listening and transparency </li></ul><ul><li>To persuade leaders to allow development of Social Media strategy, must emphasize: </li></ul><ul><ul><li>NOT about the technologies </li></ul></ul><ul><ul><li>ALL about the Relationships and Conversations </li></ul></ul><ul><ul><li>Blog, RSS, microblog, Facebook… are all just tools in Social Media toolbox, each suited for different task </li></ul></ul>
  18. 18. Persuading the leadership <ul><li>Consistent reasons provided at different times/venues (formal and informal) </li></ul><ul><li>Convey clear objectives; show with small projects </li></ul><ul><li>Coordinate Communications team with centralized responsibility on the issue </li></ul><ul><li>Respect the process of bureaucracy! </li></ul><ul><li>Work with all levels of bureaucracy </li></ul><ul><li>Capitalize on early successes </li></ul><ul><li>Instill confidence for your understanding of tools, risks and objectives </li></ul><ul><li>Talk about time savings as much as time requirements </li></ul>
  19. 19. Persuading the org - approvals <ul><li>Blog </li></ul><ul><li>Web, IT, comm…strategic advisors “team” </li></ul><ul><li>Communications senior team </li></ul><ul><li>DCMO leadership team </li></ul><ul><li>HR, Records Management, Legal… </li></ul><ul><li>Web Steering Committee </li></ul><ul><li>Senior Management Team </li></ul><ul><li>Connect to Edmonton </li></ul><ul><li>Communications, Legal </li></ul><ul><li>EEDC </li></ul><ul><li>City Council </li></ul><ul><li>Monitoring </li></ul><ul><li>Communications </li></ul><ul><li>Twitter </li></ul><ul><li>Communications </li></ul><ul><li>DCMO </li></ul><ul><li>Social media “team” </li></ul>All tools: get staff on board
  20. 20. Convey 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
  21. 21. Convey 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>
  22. 22. Answer leaders’ questions up front <ul><li>How much time will this take my staff, and cost, (how much will it save) </li></ul><ul><li>What are the risks …of relinquishing control of message, of legal accountability, of citizen input, comments (risk of doing nothing) </li></ul><ul><li>Privacy issues </li></ul><ul><li>Who will manage our staff’s contributions </li></ul><ul><li>Have you consulted… legal, IT, HR, Doug… </li></ul><ul><li>What is the approach to each tool: who approves content, who responds, how/when… </li></ul><ul><li>Use examples to demonstrate successes </li></ul>
  23. 23. Convey Advantages with SM tools <ul><li>Another channel and format to reach people </li></ul><ul><li>Humanizes the City organization </li></ul><ul><ul><li>credibility = trust </li></ul></ul><ul><li>Increases knowledge about what people are saying and what’s going on (i.e. informal surveys, online focus groups, monitoring) </li></ul><ul><li>Demonstrate listening and responsiveness </li></ul><ul><li>Provides immediacy of posting </li></ul><ul><li>Viral information spread = greater reach </li></ul>
  24. 24. More benefits <ul><li>Stimulates conversation, engagement in issues, context </li></ul><ul><li>Link to services, rich content (video, images, audio) </li></ul><ul><li>Build relationships for future opportunities / communities of support </li></ul><ul><li>Establish web presence as recognized source of info, especially beneficial for crises / need for unfiltered messages </li></ul><ul><li>Showcase expertise, transparency </li></ul><ul><li>Measure traffic, interest, support </li></ul><ul><li>Low dollar cost for implementing </li></ul>
  25. 25. Convey concerns with SM <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 </li></ul><ul><li>Infrastructure for Security – data sharing in Gov2.0 </li></ul>
  26. 26. More concerns / challenges <ul><li>Time to manage, staff resources, comment moderation and guidelines </li></ul><ul><li>Posting augmented by other communications efforts to make audiences aware </li></ul><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>Would lack credibility – if “ghostwriters” </li></ul>
  27. 27. <ul><li>All strategies relating to Social Media should consider the relationship -building potential of the tactics </li></ul><ul><li>There is an inverse relationship between control and trust -David Weinberger (Wikipedia link ) </li></ul>
  28. 28. Persuade leaders in familiar terms <ul><li>Use new tools to communicate to many rather than 1x1 </li></ul><ul><li>Take advantage of lines of communication that grow exponentially with size of group (internal and external) </li></ul>
  29. 29. Persuade leaders in familiar terms <ul><li>Ad-hoc message-based collaboration does NOT scale well </li></ul><ul><li>Versioning very quickly becomes unmanageable. </li></ul>
  30. 30. Persuade leaders in familiar terms Communicate to audiences where they want to interact Jobs? Get others in an online community to answer questions for us
  31. 31. Persuade leaders with common issues <ul><li>How do we get people to pay attention to our issues and recognize them as important? Once people become aware of our messages, how do we communicate in such a way that will resonate? </li></ul><ul><li>Social Media is another communications tool, it is part of an overall communications strategy. </li></ul><ul><li>Build lasting relationships with citizens </li></ul><ul><li>Find and cultivate champions in org to help overall org (and leaders) adopt SM strategies </li></ul>
  32. 32. Is seeking “relationships” new? <ul><li>Bus driver </li></ul><ul><li>Rec centre staff </li></ul><ul><li>Fort Edmonton characters </li></ul><ul><li>311 staff </li></ul><ul><li>Public meetings </li></ul><ul><li>Even “viral” word of mouth is not new </li></ul>
  33. 33. Tell leaders what is new <ul><li>Relinquish CONTROL of the message through conversations of others </li></ul><ul><li>Allow organic, accelerated SHARING of messages, ideas, info and meaning – bigger scale of viral sharing </li></ul><ul><li>People CONTRIBUTE to your info… like a conversation </li></ul><ul><li>Build new LINKS to other people or groups directly rather than mediated relationships </li></ul><ul><li>MOBILE access to web enabled </li></ul><ul><li>MULTI-PARTICIPANT conversations that persist </li></ul>
  34. 34. Tell leaders: let’s coordinate approach <ul><li>help coordinate collective interests, activities in various departments/branches to: </li></ul><ul><ul><li>Maximize impact and ensure mutual benefit </li></ul></ul><ul><ul><li>Ensure alignment with long-term goals </li></ul></ul><ul><ul><li>Increase efficiency, avoid duplication/fragmentation </li></ul></ul>Add capacity for analysis, agility <ul><ul><li>Coordinate experts across organization with different perspectives </li></ul></ul><ul><ul><li>Foster innovation and flexibility in operations of city-wide units (then get out of the way) </li></ul></ul>
  35. 35. Convey cost of participating in SM <ul><li>capital expenditures necessary for social marketing are minimal compared to other forms of marketing </li></ul><ul><li>driving $1 of sales revenue costs less with social media than with traditional marketing, investing in social media marketing can help companies reduce cost drivers during an economic downturn </li></ul><ul><li>Costs of saving time for multiple responses via email, phone to many citizens </li></ul>
  36. 36. Demonstrate benefits with your examples <ul><li>C2E Forum, venting, Q&A and the issue of the day </li></ul><ul><li>Twitter and the ice ruts – brand ambassadors, for free </li></ul><ul><li>Facebook and the fireworks </li></ul><ul><li>Blog and the boondogle </li></ul><ul><li>Sports field conditions RSS feed, calendar event info </li></ul><ul><li>Twitter and Wind storm and the Heritage Days storm alerts - real services where info and trust are the new currency – direct connections to citizens UNFILTERED through mainstream media </li></ul>
  37. 37. Approach – overall strategy <ul><li>Listen </li></ul><ul><ul><li>Monitoring of the conversations, multimedia, ratings, threads/forums </li></ul></ul><ul><li>Participate </li></ul><ul><ul><li>Establish presence, offer information, answer questions, respond to comments, establish relationships </li></ul></ul><ul><li>Engage </li></ul><ul><ul><li>Go where people are connecting, stimulate, compile </li></ul></ul><ul><ul><li>range of engagement: receive suggestions and comments -- compile input for decisions </li></ul></ul>
  38. 38. Set up Social Media Advisory Committee <ul><li>Emphasis is on “advisory” not approval </li></ul><ul><li>Recruit web-savvy people with social media experience and interest, representing most areas of organization (NOT managers) </li></ul><ul><li>Role in each stage: </li></ul><ul><ul><li>Listen – help monitor niche areas/issues </li></ul></ul><ul><ul><li>Participate – help facilitate responses </li></ul></ul><ul><ul><li>Engage – help coordinate City activities </li></ul></ul><ul><li>Advise – what worked, what didn’t; </li></ul><ul><li>Integrate across silos – learn what’s going on </li></ul>
  39. 39. Staff information sessions, tools <ul><li>Hold info sessions regularly </li></ul><ul><li>Take all invitations to speak to management teams, project teams, branches, City Council, external agencies </li></ul><ul><li>Hold sessions on SM general, specific sites, specific projects </li></ul><ul><li>Primary focus is City or project objectives; secondary focus is staff use of SM </li></ul><ul><li>Develop guidelines (policy if you need it) </li></ul><ul><li>Fact sheets – “what is…” (intranet repository) </li></ul><ul><ul><li>More info at end of presentation document </li></ul></ul>
  40. 40. Establish internal trial areas <ul><li>Use internal pilots to increase comfort </li></ul><ul><li>Increase understanding of issues with real tools </li></ul><ul><ul><li>Great Neighbourhoods project internal blog </li></ul></ul><ul><ul><li>Sharepoint internal project blogs </li></ul></ul><ul><ul><li>Policy development wikis </li></ul></ul><ul><ul><li>Yammer, IM </li></ul></ul><ul><li>Leverage enthusiasm of “ambassadors” inside organization and bring in outside community “experts” </li></ul><ul><li>Change is slow and hard work </li></ul>
  41. 41. Communication from the top <ul><li>Social media rules for city employees – City Link newsletter </li></ul><ul><li>Social media is all the rage. It can be a popular, effective way of getting a message out and making connections. It can also be a quick way of getting unwanted attention. </li></ul><ul><li>Many of us use Face Book, Twitter, MySpace and YouTube, to name a few popular web tools. It’s important to remember there is a difference between posting your personal views on these sites, and posting as a City employee. </li></ul><ul><li>As an employee, you should treat these online communities the same as public meetings or mainstream media, like television, radio and print. In other words, don’t speak as a City employee without first checking with communications. </li></ul><ul><li>Also, don’t publish anything you wouldn’t be comfortable with everyone reading on the front page of a newspaper. This is a good rule for personal posting as well. </li></ul><ul><li>You have the right, as a citizen, to voice your opinion in any public forum – online or in person – you attend on your own time. But our Code of Conduct says you must not identify yourself as a City employee or use confidential City information. As an employee, you must not criticize the City or other city employees in public. </li></ul><ul><li>What you say as an employee affects the city’s image and reputation. </li></ul><ul><li>These online forums can be valuable interactive communication tools that can improve openness, engagement and the City’s reputation, if used properly. For more information about using them as part of city business, contact the communications person supporting your department or branch. </li></ul><ul><li>For more information about social media and the city’s use of these “Web 2.0” tools, contact Jason Darrah at 6-4114. </li></ul><ul><li>Social media is to be considered as included under the City of Edmonton’s Employee Code of Conduct , the Media Relations Management Guidelines and Acceptable Use of Communications Technology guidelines. </li></ul><ul><li>City Manager Message to staff </li></ul><ul><li>On December 1st, the City of Edmonton is launching an interesting new pilot project, the Transforming Edmonton blog. With participation from employees across departments and the community, this new blog will share stories, images and video about how we are working towards the six goals of the Strategic Plan. </li></ul><ul><li>The Transforming Edmonton blog is the newest addition to the City's presence in the world of social media (like Edmonton Stories, Twitter, Facebook, YouTube), and will be a way to tie all of these channels together. It will give us an opportunity to share information from different departments in a unified way. </li></ul><ul><li>  </li></ul><ul><li>Visit http://www.transformingedmonton.ca/ for a preview of the blog before it goes live to the public on Tuesday. </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>Al Maurer </li></ul><ul><li>City Manager </li></ul>
  42. 42. Use of social media by City employees <ul><li>1. From the Co de of Conduct - Handbook (PDF at http:// ecity/assets/code_of_conduct.pdf ) </li></ul><ul><li>Code of Conduct PDF page 13: </li></ul><ul><li>We will use and permit the use of City assets only for the performance of City duties or as approved by our supervisors. We will safeguard and protect City assets. </li></ul><ul><li>We will not use any City asset, including e-mail and internet services, if the use could be offensive or inappropriate. </li></ul><ul><li>Code of Conduct PDF page 36: Represent the City in a positive way. </li></ul><ul><li>Code of Conduct PDF page 37: Can I voice opinions that may criticize the City at a public meeting? </li></ul><ul><li>Yes. You have the right, as a citizen, to voice your opinion at any meeting you attend on your own time. You must not identify yourself as a City employee or use confidential City information. As an employee, you must not criticize the City as your employer or other city employees in public. </li></ul><ul><li>(This includes decisions of the Council, and can be interpreted to mean public comments in online communities.) </li></ul><ul><li>From the Code of Conduct “Smell Test” on p. 25: Would I hesitate to take this action or to allow my employees to take this action in my own company? </li></ul><ul><li>2. This concept is reinforced by the Media Relations Management policy (A1446) : </li></ul><ul><li>Media Relations Management, Administrative procedure, p. 2: </li></ul><ul><li>While the conduct of each and every employee has an influence on the image of the City, Corporate Communications is the area responsible for managing the overall image, brand and reputation of the City of Edmonton. Corporate Communications is also responsible for ensuring the City achieves its communications objectives. </li></ul><ul><li>Administrative procedure, p. 3: CITY SPOKESPERSONS </li></ul><ul><li>The appropriate spokesperson on an issue or inquiry should be determined by communications working with branch or department experts or managers. Generally, the ideal spokespersons are those employees with media training and subject matter expertise on the issue at hand. In certain situations, at the discretion of the Communications Branch manager, the City Manager or the Mayor, an official spokesperson may be designated and others asked to refer all inquiries to that person. There should never be more than one City spokesperson per issue or inquiry. </li></ul><ul><li>Administrative procedure, p. 5: PERSONAL POINTS OF VIEW </li></ul><ul><li>Employees acting as official City spokespeople must not express personal opinions in the same interview. </li></ul><ul><li>Employees should be aware that there is a strong possibility for the perception of conflict of interest when they express a personal opinion about City activity publicly. If you have concerns about conflict of interest situations, talk to your manager or review the City of Edmonton Code of Conduct ( Directive A1100C ) </li></ul><ul><li>3. From the Acceptable Use Of Communication Technology Admin procedure ( http://www.edmonton.ca/city_government/documents/A1429C_Comm_Technology_Pro.pdf ) </li></ul><ul><li>From p. 3 Guidelines – Things NOT to do: </li></ul><ul><li>· communicate personal or confidential information without authorization </li></ul><ul><li>· represent personal opinions as those of the City (or department, branch, etc.) </li></ul><ul><li>Relevant links at: </li></ul><ul><li>http://ecity/ecitynews/social-media-rules-for-city-em.aspx </li></ul>
  43. 43. 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
  44. 44. 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>Same principles as for City’s media policy
  45. 45. Listening – tools to track brand, projects <ul><li>RSS Reader </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>
  46. 46. 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. Only 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>
  47. 47. Response strategy <ul><li>Follow media relations strategy </li></ul><ul><li>Manage image and reputation </li></ul><ul><li>Correct all factual errors </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>
  48. 48. 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>
  49. 49. Start with a strategy <ul><li>What is key objective that fits audience </li></ul><ul><li>Profile audience (surveys on tool usage) </li></ul><ul><li>Collaborate with right people in the organization </li></ul><ul><li>City of Edmonton: </li></ul><ul><ul><li>Establish presence (Why?) </li></ul></ul><ul><ul><li>Listen to what is said </li></ul></ul><ul><ul><li>Start building opportunities and relationships </li></ul></ul>
  50. 50. Q to ask when building online community <ul><li>1. Why are we building an online community? </li></ul><ul><li>2. What are people going to do when they get to our online community? </li></ul><ul><li>3. How big could our community be? </li></ul><ul><li>4. Who will be our community caretakers? </li></ul><ul><li>5. Who will we invite? </li></ul><ul><li>6. What are our ground rules? </li></ul><ul><li>7. How are we involved? </li></ul>
  51. 51. 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
  52. 52. Recruitment resources <ul><li>http://www.youtube.com/watch?v=JcXF1YirPrQ (Google recruitment video) </li></ul><ul><li>http://mashable.com/2009/04/08/social-media-recruitment/ </li></ul><ul><li>http://thehiringsite.careerbuilder.com/2009/06/25/careerbuilders-top-ten-best-practices-for-using-social-media-as-a-recruitment-tool/ </li></ul><ul><li>http://www.watblog.com/2007/11/30/companies-start-recruiting-through-social-media-websites/ </li></ul><ul><li>University of Alberta’s co-op program uses social media to recruit students into the program and highlight possible co-op employers. They are on Facebook: </li></ul><ul><li>- Facebook groups: SFU Co-op Education/Co-op Education Alumni </li></ul><ul><li>- A Facebook mascot: &quot;Wil Fraser&quot; </li></ul><ul><li>  They also have an &quot;Online Community&quot; where students post profiles of themselves and past jobs, portfolio items, discussion questions, etc. It's at http://coopcommunity.sfu.ca/. </li></ul><ul><li>http://socialrecruitingsummit.com/ </li></ul><ul><li>Workplace Safety and Insurance Board Ontario - http://www.wsib.on.ca/wsib/wsibsite.nsf/public/home_e   This organization had a very active Social Networking Strategy, including an island in Second Life for recruitment   </li></ul>
  53. 53. Tools for participating, sharing <ul><li>Twitter - for real-time communication, connection, monitoring and learning (via TweetDeck) </li></ul><ul><li>Delicious - for sharing and saving useful sites and articles </li></ul><ul><li>Facebook - for connecting with people and brands </li></ul><ul><li>LinkedIn - for network building with people I know professionally </li></ul><ul><li>Plaxo - for syncing between tools </li></ul><ul><li>WordPress - for sparking conversations with a blog </li></ul><ul><li>MicroPlaza - ( new ) for mining the links key contacts post </li></ul><ul><li>StumbleUpon , Digg , Slideshare , Viddler , Flickr – for rating sites or sharing </li></ul><ul><li>YouTube </li></ul><ul><li>New tool every month </li></ul>
  54. 54. Strategy – deployment in goal areas <ul><li>Clearly define objectives of relationship and conversation you want to have </li></ul><ul><li>Identify tools that fit audiences + purpose </li></ul><ul><li>Commit to managing tool: set guidelines, prepare team for delivering responses, comment moderation, schedule fresh posts… </li></ul><ul><li>Launch PILOT (project manager gives future feedback to SMAC) </li></ul><ul><li>Listen more, respond more, initiate in purpose area (also participate in other forums to drive to your area) </li></ul>
  55. 55. Tactics: fit your objectives with tools how people use SM <ul><li>People react to others – forums, ratings, reviews </li></ul><ul><ul><li>TripAdvisor, Yahoo, C2E </li></ul></ul><ul><li>People seek content – consumption </li></ul><ul><ul><li>RSS and Widgets </li></ul></ul><ul><li>People create content (user-generated) </li></ul><ul><ul><li>Blogs (weblog), microblogs (Twitter), YouTube </li></ul></ul><ul><li>People connect - social networks, virtual worlds </li></ul><ul><ul><li>SNS: Facebook, Myspace, LinkedIn; Second Life </li></ul></ul><ul><li>People collaborate – wikis, open source </li></ul><ul><ul><li>Wikipedia, wikiHow, Linux, Firefox </li></ul></ul><ul><li>People organize content – tags </li></ul><ul><ul><li>Del.icio.us, Digg, Flickr </li></ul></ul>
  56. 56. Select tools that fit need & audience <ul><li>Tech profiling to select target demographic’s preferred conversation/relationship channel </li></ul>
  57. 57. People reacting – forums, ratings City makes first decision to relinquish control of the message in online community Objective: link Edmontonians around globe Positive unintended consequences
  58. 59. Content seekers – RSS feed aggregators Vital for allowing “pull” of our information and helping viral sharing
  59. 60. Creating Content and sharing
  60. 61. Creating, sharing, rating content
  61. 62. People connecting – Social Networking Sites
  62. 63. People connecting – Social Networking Sites
  63. 65. Create Content – web log
  64. 67. People creating (& collaborating) - wikis
  65. 68. Create Content – micro blog
  66. 69. How did City get on Twitter <ul><li>Established need to establish presence immediately on some of the most popular info sharing sites/tools for future crisis/emergency response </li></ul><ul><li>Aligned crisis need with objectives of humanizing </li></ul><ul><li>Secured City Manager approval, Web Office approval, Communications leadership authorization </li></ul>
  67. 70. Why City is on Twitter <ul><li>Establishes presence for credibility, connections </li></ul><ul><ul><li>Crises; unfiltered thru MSM </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>Humanizes organization </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>
  68. 71. Twitter and Facebook team <ul><li>Tweets and status updates managed by small central team (4 main people) </li></ul><ul><li>Topical posts or live events distributed to communications staff in business units </li></ul><ul><li>1 person is responsible for most of a day, not short shifts, to foster conversations thru day </li></ul><ul><li>Resisted automated tweets until solid base established, continue personal posts, experts </li></ul><ul><li>Poster seeks topics, replies (sometimes with name, if personal or future follow up likely) </li></ul>
  69. 72. 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 </li></ul><ul><li>Create separate feeds for distinct objectives with clear niche separate from the organization </li></ul>
  70. 73. Twitter responses - launch state <ul><li>Media Relations </li></ul><ul><ul><li>Media calls come in from ~20 media organizations; averaging approx 10/day </li></ul></ul><ul><ul><li>Communications coordinates content experts to respond, coaches on key messages, identifies risk/related issues/potential Q </li></ul></ul><ul><ul><li>Monitor coverage, correct as necessary </li></ul></ul><ul><li>Twitter </li></ul><ul><ul><li>2-8 comments, questions per day in first months </li></ul></ul><ul><ul><li>Communications monitors and responds case-by-case, using model of media relations to source answers with subject experts </li></ul></ul><ul><li>311 – over burdened with phone calls, response delays </li></ul>
  71. 74. Twitter responses - next phase <ul><li>Twitter comment </li></ul><ul><ul><li>Communications Monitor, Co-Tweet </li></ul></ul><ul><ul><li>Communications redirect to 311 CRM </li></ul></ul><ul><ul><ul><li>311 agents respond directly or seek direct contact for detailed answer or clarification </li></ul></ul></ul><ul><ul><ul><li>In-bound tweets with question are tracked in CRM </li></ul></ul></ul><ul><ul><ul><li>311 engages business unit where necessary </li></ul></ul></ul>
  72. 75. 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
  73. 77. Blog: Tool to support Strategy <ul><li>How do we get people to pay attention to our issues and recognize them as important? </li></ul><ul><li>Once people become aware of our messages, how do we communicate in such a way that will resonate? </li></ul><ul><li>Blog is one tool, part of an overall strategy. </li></ul><ul><li>Complements other social media activities: </li></ul><ul><ul><li>Twitter presence </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><li>Establishes presence for credibility, connections </li></ul><ul><ul><li>Mode unfiltered by mainstream 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>Humanizes organization </li></ul><ul><li>Engages citizens </li></ul><ul><li>Builds champions </li></ul>
  74. 78. Transforming Edmonton Blog Goals: <ul><li>Conveys competent city, unified voice </li></ul><ul><li>Demonstrates daily activity aligned with plan, plan is aligned with citizen priorities </li></ul><ul><li>Demonstrates 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>
  75. 79. Transforming Edmonton Blog benefits: <ul><li>“ turnkey” solution for interested business units with aligned objectives </li></ul><ul><li>Approved look/feel – SMT, Web Steering committee </li></ul><ul><li>Framework decreases each contributor’s need for daily updates </li></ul><ul><li>Added monitoring assistance in established framework </li></ul><ul><li>Cross-marketing between interests </li></ul><ul><li>Multi-media add-ons </li></ul><ul><li>Greater searchability </li></ul>
  76. 80. Key blog attributes <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>
  77. 81. Blog Strategy <ul><li>Establish conversational tool that pulls into one “stream” each of the 6 Strategic Goals, within one framework: </li></ul><ul><li>Preserve and sustain Edmonton’s Environment </li></ul><ul><li>Improve Edmonton’s Liveability </li></ul><ul><li>Transform Edmonton’s Urban Form </li></ul><ul><li>Shift Edmonton’s Transportation Modes </li></ul><ul><li>Ensure Edmonton’s Financial Stability </li></ul><ul><li>Diversify Edmonton’s Economy </li></ul>
  78. 82. “ 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>
  79. 83. Advantages of T.E. Framework <ul><li>Management of experts (authors) who post for City </li></ul><ul><li>Unified approach from citizen perspective, unified org </li></ul><ul><li>Supported by social media committee </li></ul><ul><ul><li>Resource for best practices, advice, coordinated promotions </li></ul></ul><ul><ul><li>Shared monitoring, tech-savvy ideas </li></ul></ul><ul><li>Approved IT tools (security, stability, privacy, legal) </li></ul><ul><li>Approved web presence </li></ul><ul><li>“ Turn-key” solution for new campaigns or short-run projects (i.e. LocalMotion) </li></ul>
  80. 84. 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>
  81. 85. Transforming Edmonton Blog connects with other multimedia
  82. 86. 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>
  83. 88. Future State: Government 2.0 Government of New Zealand using Wiki to capture public opinion on what a new Policing Act might look like
  84. 89. Government 2.0 City of San Francisco Creates Shared Wiki Resource for Homeless Housing
  85. 90. Case Study Addenda Info sessions
  86. 91. Staff information sessions, tools <ul><li>Hold info sessions regularly </li></ul><ul><li>Take all invitations to speak to management teams, project teams, branches, City Council, external agencies </li></ul><ul><li>Hold sessions on SM general, specific sites, specific projects </li></ul><ul><li>Primary focus is City or project objectives; secondary focus is staff use of SM </li></ul><ul><li>Develop guidelines (or policy if you need it) </li></ul>
  87. 92. City info sessions and resources <ul><li>http://www.commoncraft.com/socialmedia </li></ul>
  88. 93. <ul><li>Context for City info sessions </li></ul><ul><li>Social Media is: </li></ul><ul><li>NOT about the technologies </li></ul><ul><li>ALL about the Relationships and Conversations </li></ul><ul><ul><li>Use it wisely, follow the rules, help monitor, talk to us if you have an idea </li></ul></ul>
  89. 94. SM context for City info sessions <ul><li>Social Media refers to web-enabled sites that encourage interaction, rather than just passive viewing. This includes the ability to create your own pages or profiles, and post messages, pictures and videos on those pages or on other pages. </li></ul><ul><li>Web 2.0 is a primary resource for many people </li></ul><ul><ul><li>Different demographics have different needs </li></ul></ul><ul><li>Viral sharing is empowering </li></ul><ul><li>Social Media aims to facilitate creativity, information sharing and collaboration among users. </li></ul><ul><li>Consistent messages as with leaders </li></ul>
  90. 95. What to convey in info sessions <ul><li>Identify advantages to City and to projects </li></ul><ul><li>Identify concerns and challenges </li></ul><ul><li>Identify rules that govern city staff </li></ul><ul><li>Go over case studies at City – beneficial transactions/connections </li></ul><ul><li>Trial areas i.e. Yammer.com </li></ul><ul><ul><li>Safe environment only with City employees </li></ul></ul>
  91. 96. City Sharepoint resources <ul><li>Basic overview: what is social media </li></ul><ul><li>Why is it important </li></ul><ul><li>Types of tools/interactions </li></ul><ul><li>Benefits and Concerns </li></ul><ul><li>Fact Sheets on tools: Twitter, Facebook, YouTube, LinkedIn Flickr, Blogs… and when </li></ul><ul><li>Examples of when to use tools </li></ul><ul><li>Personal use and City guidelines </li></ul><ul><li>http://cityadminteamsites/DCMO/stratcomm/SM/CitySM </li></ul>
  92. 97. Ensure staff knows your SM tools/sites <ul><li>City of Edmonton Twitter account </li></ul><ul><li>City of Edmonton YouTube Channel </li></ul><ul><li>City of Edmonton Facebook fan page </li></ul><ul><li>Microblog just for City employees </li></ul><ul><li>City's internal collaboration strategy </li></ul><ul><li>Great Neighbourhoods Sharepoint site and blog </li></ul><ul><li>Edmonton Stories Facebook page </li></ul><ul><li>Expo2017 bid Facebook page </li></ul><ul><li>Expo 2017 bid YouTube channel </li></ul><ul><li>Expo 2017 bid Twitter account </li></ul><ul><li>Edmonton Public Library Facebook page </li></ul><ul><li>Edmonton Public Library Twitter feed </li></ul>
  93. 98. Give examples in info sessions i.e. Social Media and the yeg Storm <ul><li>http://blog.mastermaq.ca/2009/07/20/social-media-and-the-edmonton-storm/ </li></ul>
  94. 99. Scope of SM discussions at City How do we participate with social media to engage, promote etc How do we monitor others using social media to talk about us Lecture focus Comprehensive strategy being developed by Communications
  95. 100. Context at City 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 your Comm officer Guidelines developed by Communications with Web Office, IT, HR for future SMT presentation and discussion Being developed in Collaboration Strategy Governed by Media Relations Policy, Code of Conduct, telecommunications policy (conveyed with learning modules) Use by councillors
  96. 101. http://theconversationprism.com/ Many tools and sites, which may change, but the new paradigm of connections won’t
  97. 102. City sessions: Transactional to Collaborative
  98. 103. 101 Staff session Example slides from
  99. 104. What is Twitter <ul><li>A micro blog (web log) service, est. 2006 </li></ul><ul><li>Used to post messages of up to 140 characters long (spaces included) </li></ul><ul><li>Described as status updates on Facebook </li></ul><ul><li>Used by 32M+ (tripled in 2009) –Wall Street Journal </li></ul><ul><li>Average age in U.S. is ~35 </li></ul><ul><li>Conversations </li></ul>
  100. 105. Why successful? <ul><li>Simplicity. People are eager to connect with other people and Twitter makes that simple. </li></ul><ul><li>Twitter asks one question: </li></ul><ul><li>&quot;What are you doing?&quot; </li></ul><ul><ul><li>Answers must be under 140 characters in length and can be sent via mobile texting, instant message, the web… many applications support it </li></ul></ul>
  101. 106. Why people participate <ul><li>Simple to start </li></ul><ul><li>Easy to connect </li></ul><ul><li>Interesting info linked (pics, blogs, articles…) </li></ul><ul><li>Breaking news </li></ul><ul><li>Best way to understand is by participating </li></ul>Trial set up for someone in audience
  102. 107. Sign up is simple http://twitter.com/ Access a problem at work? Let’s talk to your boss.
  103. 108. How to particpate <ul><li>Sign up – free </li></ul><ul><li>Choose a good user name </li></ul><ul><li>Add a profile image </li></ul><ul><li>Picture: Upload a profile pic (Max size of 700k. JPG, GIF, PNG) </li></ul><ul><li>web address, “bio” </li></ul><ul><li>Design: Template or other image </li></ul><ul><li>Keep posts public </li></ul><ul><li>Set location </li></ul><ul><li>Start posting </li></ul><ul><li>Notices: Emails sent for DM and new followers </li></ul><ul><li>Resist temptation to follow everyone, but start following some </li></ul>
  104. 109. Learn lingo and etiquette <ul><li>Tweets </li></ul><ul><li>Replies </li></ul><ul><li>Retweets </li></ul><ul><li>Direct Messages </li></ul><ul><li>Hashtags </li></ul><ul><li>Tweetups </li></ul><ul><ul><li>Offline social media meetups </li></ul></ul><ul><li>@: To send a public reply to a user eg. @jdarrah </li></ul><ul><li>RT: Retweet or reposting information eg. RT @jdarrah twitter session attendees get the point really fast </li></ul>Browse first?
  105. 110. Jas’s rules to live by <ul><li>Fun and find Friends </li></ul><ul><li>Contribute and be Curious </li></ul><ul><li>Care and be Careful </li></ul>
  106. 111. Find friends <ul><li>Follow local users </li></ul><ul><ul><li>Mundane tweets may become useful e.g. traffic, events, restaurants </li></ul></ul><ul><li>http://Twellow.com </li></ul><ul><li>http:// WeFollow.com </li></ul><ul><li>http://www.TwitterLocal.net </li></ul><ul><li>Don’t follow too many </li></ul><ul><ul><li>Hard to keep up, look like spammer, avoid follow-for-ego </li></ul></ul><ul><li>Be authentic – if you’re a cynic, be cynical </li></ul>
  107. 112. Contribute and be Curious <ul><li>Search for topics, interests </li></ul><ul><li>Be interesting, about topics that you know </li></ul><ul><li>Provide links, opinions, news </li></ul><ul><li>Post replies </li></ul>
  108. 113. …search, connect <ul><li>Hashtag: Keyword with # preceding it eg. #yeg #followfriday #ecca #epcor #bike </li></ul><ul><ul><li>Enables search for tweets even if not following </li></ul></ul><ul><li>Browse Trending topics (right column top 10) </li></ul><ul><li>Advanced search </li></ul>
  109. 114. New ways to contribute <ul><li>Ever-expanding applications </li></ul><ul><li>Select a platform, mobile tool </li></ul><ul><li>http://everythingtwitter.com </li></ul><ul><li>TinyURL </li></ul><ul><li>TwitPic </li></ul><ul><li>Tweetdeck is a popular desktop client </li></ul><ul><li>Attend a local tweetup </li></ul>
  110. 115. Twitter in Edmonton <ul><li>This year ~11,000 users identified. </li></ul><ul><ul><li>includes St. Albert, Sherwood Park, and others in region. Vast majority are Edmontonians. </li></ul></ul><ul><ul><li>Not everyone has their location set. Also, some Edmonton users just have &quot;Alberta&quot;. </li></ul></ul><ul><ul><li>Not all of those users are active. </li></ul></ul><ul><ul><li>Monthly stats posts identify the number of users who have posted something recently. </li></ul></ul><ul><li>Of the 64,281 replies posted by local users in June, 25,860 or 40% were to other local users. </li></ul>
  111. 116. City on Twitter <ul><li>Establish presence for credibility, connections </li></ul><ul><ul><li>Crises; unfiltered </li></ul></ul><ul><li>Listening as well as inform </li></ul><ul><li>Complements other tools </li></ul><ul><li>Transparency </li></ul><ul><li>Humanizes </li></ul><ul><li>Builds champions </li></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>
  112. 117. Care and be Careful <ul><li>Help monitor City’s reputation </li></ul><ul><li>Take care with what you say </li></ul><ul><li>CityLink info </li></ul><ul><li>City’s Social Media Guidelines </li></ul><ul><ul><li>Don’t express personal opinions when you are identified as a city employees – you represent City </li></ul></ul><ul><li>Yammer.com – Safe environment only with City employees </li></ul>
  113. 118. Be Careful <ul><li>Personal safety - 32M are potentially reading </li></ul><ul><li>Benefit of location, also a risk (holiday posts – your house is empty) </li></ul><ul><li>Secure password/key – API credibility to avoid hacks </li></ul><ul><li>Others’ links are shortened, to potentially malicious sites </li></ul><ul><li>Be choosey about whom you follow – sense over nice </li></ul><ul><li>Same rules as other social media – which may be linked (could allow someone to piece together profile) </li></ul><ul><li>Just as easy as fake celeb sites are, your friends could be fake </li></ul>

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