Social media, Gov 2.0 and government workers (original)

SUPER SESSIONCreate impact witha Social Media Action Plan American Society for Public Administration Las Vegas, March 4, 2012 JD Lasica Chris Abraham Socialmedia.biz Abraham-Harrison

Today’s hashtag Creative Commons photo on Flickr by Prakhar Tweet this preso! Hashtag: #aspacon

What we’ll cover today1. Survey of ecosystem2. Begin with a strategy3. Meaningful metrics4. Content & conversation5. Gov use of social media6. Campaigns with impact7. Use your communityQ&A, summary, hugs, tearful goodbyes

Relax! Creative Commons BY photo on Flickr by Tom@HK http://socialmedia.biz/aspa

8 color handouts. Be happy! http://socialmedia.biz/aspa

THE ECOSYSTEMSocial media a game-changer• Blogs• Social networks• Microblogs (Twitter)• Online video (YouTube, Vimeo, Dailymotion)• Widgets• Photo sharing (Flickr, Photobucket, etc.)• Podcasts• Virtual worlds• Wikis• Social bookmarking• Forums• Presentation sharing

Staggering growth• 77% US adults are frequent social media users.*• 150 million active blogs; 1 million blog posts created per day• 6 of top 10 websites in US are social sites (YouTube, Facebook, Wikipedia, Blogger, Craigslist, Twitter)• Twitter: 100+ million active users, 250 million tweets per day• Flickr: 35 million people, 4 billion-plus photos• YouTube: 3 billion videos watched per day *source: Nielsen Online, spring 2010

Facebook: The social network 850 million members worldwide — 76% of US Internet users are on Facebook 900 600 3002004 2005 2006 2007 2008 2009 0 2010 2011 Today Facebook’s global growth rate, 2004-2012, in millions

Revolutionizing revolutions• Egypt: 18 days from Facebook-organized protest to Mubarak’s fall• Facebook group One Million Voices Against FARC mobilized 10 million people to march against FARC in hundreds of cities in Colombia• Different outcome in Iran & Myanamar

Revolutionizing politics 2012 Obama Re-election Campaign

Revolutionizing governance• Open gov initiatives in New York, Chicago, elsewhere• Nationwide 311 efforts• Data.gov• Utah.gov 2.0• Virtual Alabama• Washington, DC’s Gov 2.0 efforts• Cook County’s open data portal• New Orleans’ open data platform

2 . L AY T H E G R O U N D W O R KBefore you plunge in ...• Understand that social media is a series of stages: crawl, walk, run, fly• Do you have a social media policy or guidelines?• Do you have a Strategic Social Media Plan in place?• Have you defined a clear theme?• Are you listening to your constituents & community?• Have you built a program before you turn to a campaign?• Have you identified and trained your team members?• Do you have buy-in from top management?

Begin with a strategy Elements of a Social Media Action Plan:360 assessment of socialmedia capabilitiesSpell out business goalsIdentify online communityProposed use of socialtools & platformsLay out metrics programRecommendations onexpanded capabilitiesCompetitive/peer analysis

E S TA B L I S H G O A L SHow can you use social media?• Raise public awareness of your program or cause• Reach new constituents & supporters• Involve the community in decision-making• Build a community of passionate champions• Get people to take real-world actions• Enhance existing communications programs• Raise funds for a cause• Advance your organization’s mission

3. MEANINGFUL METRICSBefore you start, measure! ‘Data is better than gut’: Gather, analyze, act Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)

THE METRICS PROCESS INFORMATION INSIGHTS KPIs Who, how, whyFunnel ACTIONof love

Map goals to metricsGoals KPIs to measure• Grow email list # newsletter subscribers• SEO: Increase online visibility increase in trafﬁc or linkback #s• Increase comments on blog avg. # comments/post• Increase positive mentions of mentions or pick-ups in blogs organization or program & social networks• Have visitors stick around stick rate, bounce rate• Make our content more viral # of shares• Get people to take action # of petition signatures• Get people to attend event # of registrants, year over year

KEYWORDS ARE KEYWhat does your site rank for? Search your own site’s keyword juju on semrush.com & spyfu.com

New metrics of engagement Beyond page views "We dont really care about page views as much as we care about comments. If we get 1,000 video views, that is good. The comments are a focus group with our inﬂuencers. If they like it, theyll spread it and that helps get us to our objectives." - Jake Brewer, PowerShift

HANDOUTSTwo cheat sheets http://socialmedia.biz/aspa

4 . C O N T E N T & C O N V E R S AT I O NThe power of storytelling Cave drawing, Lascaux, France, 17,000 years ago

C O N V E R S AT I O N F O L L O W S I N T E R E S T I N G C O N T E N TYour organization is a media outlet Awareness > Inﬂuence > Action > Impact

Create lightweight mediaDon’t look now but you’re a content creator! Using Animoto

F O R N O N P R O F I T S & C A U S E O R G A N I Z AT I O N S Make the stories personalFind emotional core, use videos or photos to make us feel invisiblepeople.tv

Find your internal storytellers• List staffers’ skills• Who’s good at photos?• Video?• Writing?• Facebook or Twitter?• Create a Blog Squad• Who’s good at campaigns?• Open your blog to guest posts

5. GOVERNMENT USE OF SOCIAL MEDIAOpen government When citizens believe their governments are sharing more information, they are more likely to feel satisﬁed with civic life. Pew Internet & American Life Project, “How the Public Perceives Community Information Systems”

Civic engagement platform SeeClickFix.com

CONNECTING CITIES & CODERSCode for America codeforamerica.org

O B A M A I N I T I AT I V EHelping kids get healthier LetsMove.gov

W I N T E R C I T Y S T R AT E G YCity of Edmonton edmontonwintercity.ideascale.com

IN GOVERNMENTTwitter power users @corybooker @bouldercolorado @clairemc @PhiladelphiaGov @MikeBloomberg @StateDept

D . C . O F F I C E O F C I T Y A D M I N I S T R AT O ROne City Map capstat.oca.dc.gov & map.data.dc.gov

D C . G O V D ATA C ATA L O GRoll your own data data.octo.dc.gov

D ATA V I S U A L I Z AT I O NMap mashups with open data Broadband speeds at schools & colleges in Miami

D ATA V I S U A L I Z AT I O NDescry Project’s Obesity Epidemic visitmix.com/labs/descry/theobesityepidemic/

6 . C A M PA I G N S W I T H I M PA C TChampioning a cause online Unity Productions Foundation

U N I T Y P R O D U C T I O N S C A M PA I G N Using the Long Tail myfellowamerican.us• 1,387 bloggers responded, 800 shared My Fellow American video• Video has received 655,000+ views• Thousands of Americans shared personal stories about positive experiences with Muslim-American neighbors

FRESH AIR FUNDIntegrated social media

FRESH AIR FUNDReal-world outcomes• 11 blogger outreach • 1600% increase in campaigns online mentions• Expanded Facebook, • Strengthened brand Twitter presences awareness• Enhanced website SEO • Expanded donor funnel

SAVE MARY LAKEThe rise of micro-giving SaveMaryLake.com: $300,000 raised in 2 months

C H A R I T Y: WAT E RMake your cause tangible http://charitywater.org/projects/map/

TWEET FOR A CURESpinal Muscular Atrophy2,922 people have tweeted reaching 1.6 million followers http://gwendolynstrongfoundation.org

EXERCISESMA: Tweet for a Cure http://bit.ly/tweet4cure

SAVE MY MORTGAGE INTEREST DEDUCTIONAdvocacy campaign savemymid.com

7. USE YOUR COMMUNITYDon’t do all the heavy lifting! Creative Commons photo on Flickr by Jason Means Tap into the sharing community

Find your external champions! Find the big kahunas in your sector by using your listening post. Then, inﬂuence the inﬂuencers. Post on their blogs & retweet. Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause. Scope out Twitter Lists that intersect with your organization or social cause. Useful tools: Klout, SocialMention, Google Analytics.

Use social love handles! Generate an Attention Wave to socialize your campaign

The awesome power of free Free content! Free resources!• Free photos • Socialbrite.org/sharing-center• Free videos (eg, TED talks) • Creativecommons.org• Free music & audio • Techsoup Free services! Free expertise!• Google Grants • BarCamp• YouTube for Nonprofits • PodCamp• Google Earth for Nonprofits • WordCamp • Social Media Club Free software & platforms!• WordPress & its plug-ins• Open Office, Google docs• Drupal, Joomla

RESOURCEﬂickr.com/creativecommons Creativecommons.org • Rich source of free commercial & noncommercial images • Flickr: 210 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses • Use them for your blog, website, email or print newsletter, presentations, etc. • Don’t just take. Share!

DON’T FORGET MOBILE!Is your site mobile-ready? WPtouch Pro for mobile phones, Onswipe for iPad

SOCIAL MEDIA DASHBOARDSPace yourself, don’t stress! HootSuite ThinkUp Tweetdeck Spredfast Crowdbooster Netvibes http://bit.ly/smdash

Key takeaways• Begin with an aligned strategy, not with the tools.• Measure, measure, measure! Evaluate, iterate, relaunch.• Tell your stories.• Use your community — your biggest resource: your advocates!

Don’t settle for the status quoIf you do not change direction, you mayend up where you are heading. — Lao Tse

Thank you, let’s talk! http://socialmedia.biz/aspa JD Lasica Chris Abraham jd@socialmedia.biz chris@socialmedia.biz Twitter: @jdlasica Twitter: @chrisabraham

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Social media, Gov 2.0 and government workers (original)

by JD Lasica

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