“[Social media sites] do not pose any greater risk than most chat rooms or other online communities.” - United States Air Force Twitter hashtag #mo_gov
“All airmen are encouraged to use new and social media...” "Airmen bloggers are quickly becoming airmen journalists…" "If the Air Force does not tell its own story, someone else will." Twitter hashtag #mo_gov
Offset Negative PR"Are you ready to be a YouTube Star?" "Are you already a YouTube Star?" Twitter hashtag #gov20
“Social networking helps three Canadian companies boost productivity.” - IT Business.ca Twitter hashtag #gov20
Final reason... ...we don’t have the resources. Twitter hashtag #gov20
Leverage existing staff Newsletters Email responses Workshops Air Force – "The Air Force needs to turn all of its Airmen … into communicators."
Established that you should use social mediaHow should you use it? Twitter hashtag #gov20
Marketing Strategy If communication is the root cause of why you are not successful in carrying out your mission, then social networking is particularly a great outlet First, it is important that you understand what you are solving for and who is your target market
Finding Root Cause Case Study: Increasing productivity for cashiers at Target “Training” was solution – no success Real Root Cause: Team not held accountable and managers unsure of how/when to coach team members Addressing root cause drove overall 12% increase in productivity
Root Cause in Government Juvenile Justice Advisory Committee (JJAC) Grant Funding Communication seemed to be the answer, “If people just knew…, then…” Actual root cause: No accountability Mandated our grant applicants to give us estimates: How many kids they would be serving How they would serve the kids How they measure success Follow-up: Grant recipients gave us annual update Site visits
Washington Monument How can we stop the Washington Monument from disintegrating? Ask why 5 times! Why is it disintegrating? Cleaning it 5 times a day with harsh cleaning material Why are you cleaning it with harsh material? Pigeon droppings Why are there pigeons? Attracted to spiders Why are there spiders? Attracted to gnats Why are there gnats? Attracted to the specific kind of light Solution: Change the Lights
Social Networks Increasing Influence Twitter/Facebook = +100 M People…and Growing
Getting Started Define with whom you wish to communicate Define what you wish to communicate Define what medium you’ll use to communicate each message
Example: Dept. of Transportation Who: people interested in learning about road construction, snow emergencies, and the new bridge What: Road construction updates and how they affect traffic and bus schedules Snow Emergencies – let people know what side of the street they can park on New Bridge – Let them know what it looks like and when it will be done Medium to Communicate: Road Construction – facebook Snow Emergencies – twitter New Bridge Updates - youtube
See for yourself google.com youtube.com blogspot.com facebook.com flickr.com twitter.com govloop.com
JJAC – Group Participation Who: non-profit organizations that are doing work in juvenile justice issues What: Best practices – what is working for organizations Updated statistics/studies to help organizations Why our grant recipients got the grant ? Medium to Communicate: Best Practices – ? Updated statistics/studies – ? Why our grant recipients got the grant – ? Trainings that are coming up - ?