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Local Government Meets Social Media - Parks Edition
 

Local Government Meets Social Media - Parks Edition

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Social Media presentation given to Roosevelt-Vanderbilt National Historic Sites in May 2010.

Social Media presentation given to Roosevelt-Vanderbilt National Historic Sites in May 2010.

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  • Famous diagram by Brian Solis,SOCIAL NETWORKS (Facebook, MySpace, Twitter)VIDEO (YouTube, Vimeo)DOCUMENTS (Scribd)PHOTOS (Flickr, Picasa)BOOKMARKS (Delicious, StumbleUpon)BLOGGING (Wordpress, TypePad)MOBILE (FourSquare, iPhone apps)
  • Originally written about businesses. It applies to everything – businesses, nonprofits, government, places.
  • What does this mean for government? Swift – Twitter (Iran, Hudson River plane landing)
  • SOURCE IDEA OR SOCIAL OBJECTCan be out there already (hole in parking lot) or you can put it out there (ideas for budget cuts). IDEAS CAN COME FROM ANYWHERE AND ARE NOT SUBJECT TO SCHEDULINGFEEDBACK/CONVERSATION/PARTICIPATION (people get involved)Usually public and open (can have closed social)Multi-directional,NOT SILOEDTAP, REFINE, CONTRIBUTE, ASSIMILATEMOVE FORWARD
  • Twitter asks “what’s happening” and makes the answer spread across the globe to millions, immediately.
  • Very small portion of people upload content, but millions view and share it.
  • UTAHFirst Karla Bartholomew (test pools)Second Jeanette Nichols (immunization nurse H1N1)

Local Government Meets Social Media - Parks Edition Local Government Meets Social Media - Parks Edition Presentation Transcript

  • LOCAL GOVERNMENTMeets Social Media
    By KERRI KARVETSKICompany K Media
    http://www.CompanyKMedia.com
  • YOU’VE GOT QUESTIONS
    WHY do we need social media?
    WHAT exactly is social media?
    WHERE do we even begin?
    WHO is going to do this?
    IMAGE SOURCE: 姒儿喵喵
  • WHAT WE’LL COVER
    Define and describe social media
    Opportunities for government
    Case Studies
    Strategy Basics
    Tools & Resources
  • The Conversation Prism by Brian Solis and JESS3
  • The days of controlling your marketing message and interrupting your prospects to tell it are over. Today, your message is what your [audience] say it is.
    The [biz/np/gov’s] who win are those who listen to and empower their [audience] to evangelize their [brand/np/gov].
    Joseph Jaffe, Flipping the Funnel
    IMAGE SOURCE: Seth Godin On Creating A Non-Profit That’s Remarkable
  • PUBLIC SERVICE 2.0
    Stakeholders want to receive info/satisfy needs WHERE, HOW and WHEN they want
    Swift
    Personal
    Informal
    Flexible
    IMAGE SOURCE: Happy Bunny graphic by Jim Benton
  • WHY SOCIAL MEDIA WORKS
    IMAGE SOURCE: Tapping Communities to Accelerate Corporate Innovation
  • FACEBOOK, SPRING 2010
    400 MILLION active users
    5 BILLION pieces of content shared/week
    55MINUTESper day
    LARGESTsocial network
    MORE TRAFFICthan Google
    DATA SOURCE: Social Brand Value
  • TWITTER, SPRING 2010
    106 MILLION active users
    300,000 NEW accts/day
    55 MILLION tweets/day
    600 MILLION search queries/day
    DATA SOURCE: Social Brand Value
  • YOUTUBE, SPRING 2010
    2 BILLION views/day (double prime-time audience of all 3 broadcast networks COMBINED)
    24 HOURS video uploaded/minute
    15 MINUTESper day
    DATA SOURCE:Social Brand Value
  • INTERNET + GOVERNMENT
    82%
    Looked for information or completed a transaction on a government website in the last twelve months (April, 2010)
    SOURCE: Pew Internet Government Online Report
  • SOURCE:
    Pew Internet
    Government Online Report
  • SOURCE:
    Pew Internet
    Government Online
    Report
  • WHAT IS IT GOOD FOR?
    Emergency management (case study)
    Request feedback(case study)
    Election info (case study)
    Education (case study)
    Listening
    Customer service
    Giving attention
  • EMERGENCY MANAGEMENT
    USGS maps Tweets during an earthquake.
    SOURCE: Twitter 101 – CASE STUDY: The United States Geological Survey
  • CRISIS COMMONS evolves from Haiti earthquake
    SOURCE:
    CrisisCommons
  • REQUEST FEEDBACK
    SOURCES:
    Hillsborough County Facebook Page
    Hillsborough County Blog
    Hillsborough County Twitter
  • ID HISTORY
    SOURCES:
    Smithsonian Institution on Flickr
    Flickr Has Success With Public Archives
    Smithsonian Commons Wiki
  • ELECTIONS
    SOURCES:
    BOE New Castle County Facebook Page
    Williamson County Elections Dept Facebook Page
  • PUBLIC EDUCATION
    SOURCE: Salt Lake County Health Department YouTube Series
  • FOUNDATION FIRSTWEB 1.0
    WEB, E-MAIL, FUNCTIONS (donate, tickets, buy)
    YOU OWN relationship
    YOU PAY for service
    YOU CONTROL experience
    SLOWER growth
    BETTER ROI
    BACKBONE for social media
    IMAGE SOURCE: Chiot’s Run
  • OUTPOSTS NEXT(mostly) FREE WEB 2.0
    THEY MAKE THE RULES (Facebook, Twitter)
    THEY OWN relationship
    THEY CONTROL experience
    FAST growth
    INCONSISTENT ROI
    BEST FOR RECRUIT + ENGAGE
    IMAGE SOURCE: Warren County CVB
  • DIY WEB 2.0Blogging and custom social networks
    Web 1.0 control w/Web 2.0 benefits
    YOU own relationship
    YOU control/influence experience
    SLOW growth
    Blogging = SEO
  • SOCIAL MEDIA STRATEGY
    • Define need
    • Define audience (internal and external)
    • Get ideas from staff
    • Integrate with existing strategies/initiatives
    • Set aside staff resources
    • Find your internal Evangelist
    • Develop policy w/IT, HR, legal
    • Authorize/empower
    • Get training, give training to staff
    • Set goals
    • Monitor
    • Measure
    • Experiment/pilot
  • YOU’RE GOING TO NEED TOOLS
    Monitor
    Google Alerts
    Social Mention
    Google Blog Search
    Listening dashboard
    Manage
    Hootsuite, Tweetdeckor Seesmic
    Measure
    Google Analytics
  • RECOMMENDED RESOURCES
    GovLoop
    Pew Internet Government Online Report
    Facebook and Government Page
    Gov 2.0 Expo
    GovTwit
  • A BIT ABOUT ME
    Rhinebeck resident
    19 years communication experience
    Specialize in nonprofit, small business social media, e-mail, web
    Clients
    Town of Rhinebeck
    Roosevelt-Vanderbilt National Historic Sites
    Teaching the Hudson Valley
    Amnesty International US
  • THANK YOU!kk@companykmedia.com
    www.CompanyKMedia.com