State of Social Media for Civic Leaders 2013


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State of Social Media for Civic Leaders 2013

  1. 1. The State of Social Media:For Civic Leaders 2013Created for the Lower Mainland and Local Government AssociationBy: Kemp Edmondsavailable now:
  2. 2. Agenda• Introduction• State of Social Media• Civic Engagement Exploration• 5 Key Considerations• What Can You Do? Best Practices & Risks• Developing a Strategy• Q & A
  3. 3. • How did I get here?• What did it take?Introduction & Agenda
  4. 4. Inspiration
  5. 5. It started here…and never ends.
  6. 6. Self-directed Learning
  7. 7. Love and Work
  8. 8. • Social is bigger than email. Way bigger.• It’s Mobile• Video Rules• Facebook Dominates• Email, mail and phone still remain vital.• Citizen Engagement OnlineState of New Media
  9. 9. Social surpassing email
  10. 10. Time spent Online
  11. 11. It’s Mobile!
  12. 12. Source: B2B Demand Generation Benchmark Report, 2012.Video Rules
  13. 13. Source:, Experian HitwiseTop 10 Social Networking Sites
  14. 14. Facebook Dominates
  15. 15. Adults Using Social NetworksUse Social NetworksDo Not Use Social NetworksSource: US Pew Internet Research, April, 201340% Do Not use Social Networks
  16. 16. Politically Engaged Social Network UsersNot EngagedEngagedSource: US Pew Internet Research, April, 201366% of those that do arePolitically Engaged
  17. 17. Source: Ipsos ReidThey are very active
  18. 18. • More likely to sign a petition in real life than online. (22% vs. 17%)• More likely to contact a government official about an issue in person, byphone, or buy letter than online, by email, or by text message. (21% vs.18%)• Much more likely to comment on an online news story or blog postabout a political or social issue than they are to call into a live radio orTV show. (18% vs. 7%)• Slightly more likely to send a letter to the editor to a newspaper ormagazine online, by email, or by text message than to send a letter byregular mail. (4% vs. 3%)Source: US Pew Internet Research, April, 2013How likely are citizens to act?
  19. 19. • Social Network Users are more likely to be politically active.• More Americans used social networking sites for politicalpurposes in 2012 than used them at all as recently as2008.• 83% of political SNS users also get involved in political orsocial issues in one way or another outside the bounds ofsocial networking sites themselves.Source: US Pew Internet Research, April, 2013Key findings from PEW
  20. 20. 1. Aligning Objectives• Social media use should support the organizational missionand overall communication strategy2. Transparency and Collaboration• Social media tools to create a more coordinatedenvironment3. Engaging the Public• Social media changes the way government engages citizens4. Privacy and Security• Key issues and concerns5. Analytics and Metrics• Ensuring accurate, targeted performance analysisKey Considerations
  21. 21. Source: Simon Sinek, graphic: with Why?
  22. 22. Organizational GoalsCommunications ObjectivesMeasures of SuccessOperational TacticsBreaking it Down
  23. 23. Source: City of Edmonton Open Data Project.Transparency with Open Data
  24. 24. • Enterprise social tools regularly usedby government workers includewikis, blogs, microblogs, socialtagging, user comment options anddiscussion groups• Social tools can motivate location-independent collaboration inanyone-to-anyone communications• IT departments are upgradingexisting intranets by integratingsocial tools such asTwitter, Facebook, etc.Collaboration - Agencies
  25. 25. Empower Citizens
  26. 26. Have a Social Media Policy
  27. 27. Collaboration – Existing Systems
  28. 28. Source: 2012, Survey of BC municipalities is room to grow
  29. 29. Engagement is two way
  30. 30. Provide citizens a voice
  31. 31. 1. Information Dissemination1. Customer Service2. Two Way DiscussionGet Started Engaging the Public
  32. 32. • Privacy Security & Sensitive Information• Exposing personal information violates FOIPPA• Copyright• Actions could be an infringement of intellectual propertyrights.• Appropriate Information• Employee cannot use their government employee status toprivately comment on social media sites• Compliance and Record Keeping• Any information or advice provided online must be retainedand filed in accordance with appropriate government recordmanagement standards of proceduresSource: BCGov Policy & Security
  33. 33. • Growth of target communities -Benchmarks required. How much hasthe community grown?• Engaging communities - Howengaged are your publics?Likes, Comments, Mentions etc• Conversions – Are we getting clickson our links? Do people completeactions?• Loyalty – are people coming back toyour content or site after the first visit?• Sentiment – are people’s postspositive, negative or neutral?• Customer Service – Do you havebenchmarks? Are we trying to improvethose?Analytics & Metrics
  34. 34. What is being measured?
  35. 35. • Goal• Objective• Measures• TacticsBe Integral to the CommunityRaiseAwareness%increase inTwitterMentions%increase inSocialMentionsWebsitetraffic fromsocial sitesA Social Marketing Example
  36. 36. Organizational GoalsCommunications ObjectivesMeasures of SuccessOperational TacticsStarting with Why
  37. 37. • Get Started on Twitter• Set up a Facebook Page• Establish Rules with your team• Do not abandon your channel• Follow the Social Media Leaders• What not to do. Bad ExamplesWhat can you do?
  38. 38. • Represent yourself in your profileSource: started on Twitter
  39. 39. Source:• Represent yourself in your profileSet up a Facebook Page
  40. 40. • Who can post?• What types of posts are made?• Post at least once a day on Twitter• Follow Carefully• Respond and Engage• Post at least once a week on Facebook• Try to use first person when possible• Stay PositiveEstablish rules with yourteam
  41. 41. • Respond and engage when time allowsDo not abandon your channel
  42. 42. Follow Social Media Leaders
  43. 43. • Old photos on social networks are foreverSource: FacebookWhat no to do. Bad Examples.
  44. 44. • Things you said 11 years ago on a gaming forumcan hurt you politically.Source: no to do. Bad Examples.
  45. 45. • Saying stupid things will sink your shipSource: TwitterWhat no to do. Bad Examples.
  46. 46. Source: intersectionconsulting.comStrategy trumps tactics
  47. 47. 48The Inside-Out Strategy
  48. 48. 49Begin with Goals
  49. 49. 50From Goals steam Objectives
  50. 50. 51…then measures of success
  51. 51. Last comes execution
  52. 52. A Social Marketing Example• Goal• Objective• Measures• TacticsBe Integral to the CommunityRaiseAwareness%increase inTwitterMentions%increase inSocialMentionsWebsitetraffic fromsocial sites
  53. 53. Source: Kris Krug, Media is about People
  54. 54. Government is about PeopleSource: Kris Krug,
  55. 55. Social Media is aboutGovernmentSource: Image By US Mission Geneva on Flickr. Some rights reserved.
  56. 56. Essential Tools
  57. 57. • What are your organizational objectives?• Where does your audience gather?• Social Networks are great for Networking• Be human. Interact. Build Trust.• Do not behave negatively• Do not abandon your account• Work with a trusted teamWhen getting started
  58. 58. Special Thanks to Tina Chalal & The LMLGASignup for a Free HootSuite Account Today!HootSuite.comLet’s take a look if there’s time!Learn more about Social Media for Government:• Tweet me: @kempedmonds• This Presentation:• More Presentations: & A